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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