Candidate Trump was perceived as a political novice, a bigot, an anti-establishment, and of course, pro-Putin coupled with his "locker-room" comments and so many damning accusations from different fronts, his image just keeps getting battered as the election drew closer.
Buhari, on the other hand, was seen as a bigot, a mean man, ethnic cleanser and when the issues of his certificate came up, the conversation became tenser. This same perception had always been a stumbling block for Buhari from occupying the Aso rock office though he always had his core North covered in previous elections before 2015.
For the then Candidate Muhammad Buhari to win, his image needed to be laundered, his new 'brand persona' accepted and his message needed to resonate with the southern demographic of the country and a large percentage of that feat was achieved through certain factors which I will mention later in this piece,social media was, of course, the main platform to sell the new brand "Buhari'' to his target constituency.
In candidate Trump's case, he felt he had to get the job done himself instead of solely relying on aides. He literally tweeted his way to the White house even against the perceived traditional media bias for his opponent.
Even when he looked like his own party high powered men were deserting him, he kept on using the social media as his voice.
He tweeted morning, afternoon, night and even in the midnight. He made sure
his message which evolves around #MAGA kept resounding with his core base and won over some from the other side too.
His victory against incumbency, even the core traditional media jolted so many observers and the over-confident onlooking democrats and their empathizers
Though elections aren't won on social media, opinions of the certain demography of voting age (18 -34years) will be shaped into making certain choices instead of another via this platform.
This is a truth anyone contesting for political position in this century should hold on to.From the simplest political position of a councilor to the complex office of the national legislature and president, every candidate needs ""Digital campaigning'
If you have ever woken up hoping to take a long-standing decision, only to start having a rethink -that same moment where torrents of thoughts about other available options begin to flood your mind.
Such is the state an average voter on or very close to election day- though they seem to have a choice or preference already, that still doesn't stop thoughts of other available options they have accessed either through short videos, images, text etc online.
And to make verifications and findings on choices,just like you do when you want to buy stuff, traditional sources of reading, verifying and sourcing information that used to be the mainstay is already being driven to the background, hence it is the same social media the voters will come,that is why a number of these traditional media have had to also join the online community.
However, the social media isn't exactly fair to anyone, no matter who you are- it is the home of the fictions and the facts, the fake and the original, the fabricated and the verified, the truth and also the lies.
Hence, the need to have as a candidate or a political party a definite presence and a clear voice there too. Wherever your demographics are there and actively engage them too.
In fact, as you are clear about your intentions to contest immediately engaging, either in form of opinion polls or other ways. Otherwise, your ideas and manifestoes will go with the noise rather than it being a substance your Target audience can feed on.
Any candidate or political party overly concentrating on the old campaign style of posters, rally, Newspaper Ad, TV or billboard Ad to win an election in the 21st century will only be embarking on an exercise in futility.Maybe a handful will win but why swim with a handful when you can at a reasonable cost own the ocean.
With digital marketing, you can utilize the whole spectrum of platforms to build your Brand as a candidate or a political party and connect with your audience. Politics is a game of numbers, particularly elections. The brightest ideas and the best manifestoes don't necessarily win except of course the voters can clearly hear or see what you stand for.Digital Marketing can help you amplify your intentions, ideas, and manifestoes till your Target audience see you, hear you and desire to identify with you.
With an integrated approach of Target Constituency Investigation(TCI), Brand Value Assessment, Tailored Messaging and Information flow processing, I believe candidates can build their Brand and connect with their Target constituency.
Target Constituency Investigation
With this, we are going to have a random sample opinion of what the yearnings, desire and immediate expectation of people in your constituency.
Brand Value Assesment
With this, we do a vox pop of how well people know you and what they know about you
Tailored Messaging
With this, we draw inferences from the investigation result to tailor a message that is resounding with the people.
Information Flow Processing
These involves choosing the platforms to campaign, an information flow channel across the platforms and dissemination accordingly throughout the campaign period.
All these steps are geared towards building the candidate as a Brand and connecting the candidate with his or her target constituency come 2019 elections.
Olumide Jasanya is a digital media strategist and trainer.
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