By Jack Monson, Director of Digital Strategy, Qiigo
Trump. Clinton. Bernie. Obamacare. Make America Great Again. Black Lives Matter. Email servers. Putin. Benghazi. Wikileaks. Fox News. CNN. Trumpists. Snowflakes.
If you’re paying attention on Facebook and other social media outlets, you know your friends’ opinions on many of the above subjects.
Some may think that with the election behind us and the inauguration happening this week that the heated debates are done. I think it’s just warming up.
The New (Ab)Normal
Just a few years ago, the public sharing of so much political nastiness was simply not done. At least it was not done by adults and professionals. But after the past year of raw political argument, we have lost all filters.
The incoming President of the United States has forsaken all filters including media editors and his own spokespeople in favor of instant Facebook posts and real-time Tweets. Love him or hate him, we’re now all doing the same thing.
Swapping Positions 2009 to 2017
An interesting change between those on opposite ends of the political spectrum is happening in 2017, and I don’t mean the residents of 1600 Pennsylvania Ave. There’s a role reversal happening in the poli-social space.
In the US and much of Europe, Liberals are now taking over the role of opposition to the Conservative’s new position as the establishment.
For the past 8 years, Conservatives have played the role of the rebel alliance fighting the big-government empire. Think of that timeframe: for most of the lifespan of social media, or at least the lifespan of marketing and massive use on Facebook, Republicans have been on the offense in social media messages while Democrats have had to play defense. When President Barack Obama took office in January of 2009, the Democrats also had control of the US House and the US Senate. The Republicans used social media to attack that establishment. Eventually the tide turned back in their favor.
Now with the GOP in the White House, retaining the Senate, holding the House, and growing their lead across most state governments, it’s the Democrats’ turn to go on offense. This may lead to a great frenzy of counter-culture activity on social. We could be seeing the dawn of a new of 1960s style protest movement, although a sterile digital version where you don’t actually have to leave your phone to participate.
How do some respond to news that they just don’t like? Call it Fake News. Be prepared to see about half of the content shared on social media to be called fake news by someone. Caution: the more that label is used, the less of an impact it has.
I personally plan to save the fake news moniker for so-called established news sources that publish false news and ignoring the phony sources that pop up.
More Unfriending = An Opportunity for Marketers
On my own personal Facebook account was unfriended by just one friend, but unfollowed or hidden by an untold many due during the 2016 election. Once some people start trimming their friend lists, it’s easy to continue. This could be the start for many Facebook users to scale down their list of friends to their real friends, or more likely, those who share many beliefs.
Here’s where my marketing friends (the real and the Facebook kind!) can find an opportunity in this mess —
Friends’ posts in the newsfeed rank higher than anything from brands or publishers since a June 2016 Facebook update. More unfriending means more prime real estate for your brand’s content on a fan’s newsfeed! Don’t give up on organic Facebook posts quite yet. After a divisive year, there may be a lot of holes to fill!