Vote For Social: Brazil Dukes It Out On Twitter Before PollsOctober 24, 2014
The World Cup might be over, but Brazil isn’t done making digital history. Because now, Brazil’s social media takeover is back for round two: Presidential Election edition.
More than any election in Brazil’s history, the battle between incumbent Dilma Roussef and Brazilian Social Democracy (PSDB) opponent Aécio Neves has sparked polarizing waves of public chatter—all on Twitter, of course.
But because this election has been filled with hot-button issues for the Brazilian populace, the country’s media outlets are getting smart. Instead of battling the floodgates of constituent-created social media content (some not so nice, and some even in the form of memes!), Brazil is savvy enough to know embrace it head on.
The best example of this can be seen on G1’S website. For those not in the know, G1 is the nation’s premier, 24-hour news source. And with their unrivaled credibility, G1 has created a head-to-head widget, leveraging Twitter responses as bench markers for public opinion.
This isn’t just the fluffy stuff, either. This widget focuses on hot-button topics, to allow Brazil’s estimated 79 million social users to voice their opinion on each candidate’s stance. It’s all leading up to today’s make-or-break final debate between the two candidates. The final question might ask voters who’s right and who’s wrong?, but what it really boils down to is who is the right choice to lead Brazil?
Savvy doesn’t even begin to describe how advanced this tactic is. Besides aligning news with better estimates of voter turnout and decision 2 days-before the actual election, Brazil has more effectively engaged its “social first” public, to create a real-time conversation that it can use to their messaging advantage. Not to mention its ability to remove some of the anonymity in its voter demographics, and perhaps even drive social influence across its voting stock.
So let’s once and for all remove the idea that ‘social media engagement’ is just for kissing-babies in the digital age. Brazil has proven, without a doubt, that real-time social-voter chatter is nothing to be trifled with when it comes to geo-politics.