Facebook Power

FACEBOOK POWER

by Anton Antonio

June 3, 2015

Is Facebook a good presidential campaign platform? 

Facebook netizens are presently being treated to a barrage of information on would-be candidates.  Although most of information being circulated promote would-be candidates, some are simply trash-talk about other would-be candidates.  Most of them are coveting the highest position in the land in 2016: The Presidency.  Apparently, it seems that most of these presidentiables are of the opinion that Facebook is a good tool to “feel” the pulse of the electorate.  They probably are right to use it for this particular application.  But again, is the use of Facebook a good presidential campaign strategy?

Facebook is perceived to be a very effective information communications platform… and most people believe in Facebook Power as real.  In fact, even mainstream media (television, radio and print) have invaded social media (particularly Facebook) because of its perceived potency and reach.  But perception oftentimes is not a reliable assumption.

Let’s take a close look at Facebook as an information communications platform.  Here are some facts about Facebook in the Philippine political landscape:

1. The estimated number of Facebook users in the Philippines is 34 million as of the current year;
2. 85% of the estimated total number of Facebook users are of voting age… therefore, the estimated number of Facebook users/voters is around 28.9 million;
3. The established penetration ratio of Facebook is 32%... therefore, the estimated number of Facebook users/voters that could possibly be reached by campaign information is 9.2 million;
4. The total number of voters in the Philippines is 52 million; so, therefore…
5. The total percentage of Facebook users/voters is only 17.7%; or, say: 18%.

18% (or 9.2 million) of the total number of voters is by no means a respectable number if a candidate has to rely on it to win.  82% (or 42.6 million) of the voters to be reached and convinced are out there somewhere beyond the confines of the computer screen.  Facebook Power is therefore not reliable.

Facebook remains largely a social networking site where relatives, friends and associates exchange personal photos, places visited, current events, quotations, the food on the table, (and in my case, an environmental advocacy using the information, education and communication approach), etc.  For other objectives, outside of political campaign purposes, using Facebook might be a good strategy.  But for political campaign purposes, it may prove to be disastrous since there is no such thing as Facebook Power.

Just my little thoughts…

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