DATA AND POLITICS
Data-Driven Politics : How Ads , Media & Shrewd Micro-Targeting Change Elections
By Mungai Charles
Facebook needs politics , and politics needs Facebook . Quid pro quo . But this is not a story about Facebook , nor is it about Cambridge Analytica . This is about how politics is leveraging the power of data , and how Kenyan politics could adapt this international playbook . Here-under are key lessons , some of which I learned from Stefan Turkheimer an Attorney and Political Strategist , who was Former Deputy Political Director for Elizabeth Warren ' s Presidential Campaign , during a recent webinar I was part of .
The Role Of Finance In Politics
With a haul of $ 796.8 million in political Ads spent during the 2019 / 2020 election cycle to date in the US alone , at 59.4 % share among political advertisers , Facebook is the dominant digital platform for political ads . This dwarfs Google ' s $ 243.7 million , who come at a distant No . 2 , ( 18.2 % share ) at a ratio of 3 to 1 .
Despite the Election Financing laws , which spell out spending limits for political campaigns , the Digital game makes this a lot harder to monitor or track even in the US where there are very tough election donation laws . Candidates and / or Ideal affiliated groupings are now fundraising and outspending other candidates ' teams in Digital ad spent . In Kenya , this may not be relevant because of the blatant disregard or abuse of the laws .
Of note , though , is the levelling power these digital platforms bring to what was expensive political campaigns . As an incumbent , you had a splitting advantage over your opponents in terms of branding , the establishment , access to finances and the media . With Digital if you have an innovative and efficient opponent they
Social Media is the modern day word-ofmouth , we don ' t tell people things anymore ; we read and see them online . And none else understands the power of this dynamic as our politicians . In my mother tongue , the term ' politician ' loosely translates to " one who complains " or " makes an argument ". It ' s all about the power of your mind and your mouth . can negate your advantage in a snap .
Leveraging Data For An Advantage
Imagine a system which most of the people in the world are in , sharing about their lives and key events happening such as birthdays , deaths , weddings or anniversaries . Where they live , their family , when they were born , their ages . Their relationship status ; are they married , single or widowed . What languages they speak , their educational qualifications , their ethnic affinity , if they are parents and in the US , their political affiliation .
The things that Interest them such as ; business , are they farmers or are they small business owners ? Their health and fitness , are they a community of youthful people who like to go jogging early in the morning or a community of old people who prefer to take walks in the evening ?
Their food and drink , are they people who prefer to eat out in restaurants with friends or people who only meet up in the evening for their favorite alcoholic beverage . Their hobbies and activities are they people who like to support their local football team or meeting at the town hall to discuss local politics and events ? Their entertainment preferences ; are they into watching movies at the theatre or into listening to their favorite local band which has released a hit song topping national music charts ?
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