Two years ago, I wondered whether “social voting” on Foursquare would increase voter participation.
That experiment is about to be writ much larger. In a release today, first reported (as far as I can tell) by Mike Allen in Politico Playbook, CNN and Facebook announced that they will be partnering on a “I’m Voting” Facebook app that will display commitments to vote on timelines, newsfeeds and the “real-time ticker” in Facebook.
“Each campaign cycle brings new technologies that enhance the way that important connections between citizens and their elected representatives are made. Though the mediums have changed, the critical linkages between candidates and voters remain,” said Joel Kaplan, Facebook Vice President-U.S. Public Policy, in a prepared statement. “Innovations like Facebook can help transform this informational experience into a social one for the American people.”
“By allowing citizens to connect in an authentic and meaningful way with presidential candidates and discuss critical issues facing the country, we hope more voters than ever will get involved with issues that matter most to them,” said Joe Lockhart, Facebook Vice President Corporate Communications, in a prepared statement. “Facebook is pleased to partner with CNN on this uniquely participatory experience.”
“We fundamentally changed the way people consume live event coverage, setting a record for the most-watched live video event in Internet history, when we teamed up with Facebook for the 2009 Inauguration of President Obama,” said KC Estenson, SVP CNN Digital, in a prepared statement. “By again harnessing the power of the Facebook platform and coupling it with the best of our journalism, we will redefine how people engage in the democratic process and advance the way a news organization covers a national election.”
“This partnership doubles down on CNN’s mission to provide the most engaging coverage of the 2012 election season,” said Sam Feist, CNN Washington bureau chief, in a prepared statement. “CNN’s unparalleled political reporting combined with Facebook’s social connectivity will empower more American voters in this critical election season.”
What will ‘social citizenship’ mean?
There’s also a larger question about the effect of these technologies on society: Will social networks encouraging people to share their voting behavior lead to more engagement throughout the year? After all, people are citizens 365 days a year, not just every two years on election day. Will “social citizenship” play a role in Election 2012?
In 2010, Foursquare founder Dennis Crowley said yes. As has often been the case (Dodgeball, anyone?), Crowley may well have been ahead of his time.
“One of the things that we’re finding is that when people send their Foursquare checkins out to Twitter and to Facebook, it can drive behaviors,” said Crowley in 2010. “If I check into a coffee shop all the time, my friends are going to be like, hey, I want to go to that coffee shop. We’re thinking the same thing could happen en masse if you start checking into these polling stations, if you start broadcasting that you voted, it may encourage other friends to go out there and do something.”
The early evidence, at least from healthcare in 2010, was that social sharing can lead to more awareness and promote health. Whether civic health improves, at least as measured in voter participation, is another matter. How you voted used to be a question that each registered citizen could choose to keep to him or herself. In 2012 and the age of social media, that social norm may be shifting.
One clear winner in Election 2012, however, will almost certainly be Facebook, which will be collecting a lot of data about users that participate in this app and associated surveys — and that data will be of great interest to political scientists and future campaigns alike.
“Since both CNN and [Facebook] are commercial entities, and since data collection/tracking practices in these apps are increasingly invasive, I am curious to see how these developments impact the evolution of the currently outdated US privacy regime,” commented Vivian Tero, an IDC analyst focused on governance, risk and compliance.
UPDATE: The Poynter Institute picked up this story and connected it in a tweet with a recent AdWeek interview with CNN digital senior vice president and general manager KC Estenson on “CNN’s digital power play.
Estenson, whose network has been suffering from lower ratings of late, notes that online, CNN is now “regularly getting 60 million unique users,” with an “average 20 million minutes a month across the platforms” and CNN Digital generating 110 million video streams per month.
That kind of traffic could power a lot of Likes.
Full release by Facebook on U.S. Politics over on Facebook.
This post has been updated as more information became available, via Facebook spokesman Andrew Noyes.
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