Cambridge Analytica And Use Of Ads
It all started with Obama ' s Campaign when the political world became alive to the power of Social Media in political campaigning . Then there was Cambridge Analytica . These were purveyors of misinformation . Unlike all the process described above , which is purely within the rules and is legal , Cambridge Analytica stole data and cheated the game to win .
But with Political Campaign Ads as Stefan notes , the trick is not to find just the Undecideds , these are normally those guys in the middle . They do not align to a particular party that alleges to represent a particular set of ideals . What they have are very strong divergent views from either or both the Liberals and the Conservatives . These are easy to find and cheap to target with messaging that could sway their choice for your candidate .
However , using Artificial Intelligence and Machine Learning , Cambridge Analytica figured out another set of people whom most campaign teams did not target . These are the Nonvoters , people strong on ideals but not likely to turn out to vote . Most campaign teams ignore them as they are lower in your funnel . Cambridge
Unlike their Chinese peers whom the rest of the world has branded as " China ' s keyboard warriors ", these share a belief in China ' s cause . Kenya ' s twitter " keyboard mercenaries " do not align to a political grouping based on ideals but propelled by a financial incentive .
Analytica realized this and targeted them , though it is more expensive versus going for guys who you are sure will vote and are cheaper to target .
Here ' s the difference , Free Education is Ideal , however Affordable Education is Policy . Nonvoters do not show up because they view politicians as wishy-washy . Politicians are always playing safe and use policy messaging . Guys like Trump , Bernie and Warren , who ' s Ideal based message presents a definitive result , appeal to them . For them , this is everything .
This Ideal based messaging makes it even more challenging for the media to act as a neutral fact-checker . Jonathan Swift once said , " A lie can travel halfway around the world while the truth is still putting on its shoes ." The general populous will trust a politician who aligns his / her message to their ideals . Trump and Brexit campaigns targeted nonvoters and engaged with them on their ideals , hence their higher turnout .
I believe a presidential candidate in Kenya who adapts this Ideal based approach in their messaging would overcome the tribe-driven campaign political barriers , ceteris paribus .
Mungai Charles is a digital native , speaker , consultant and a thought leader . You can commune with him on this or related matters via email at : Charlogig @ gmail . com .
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