Elizabeth Warren on Facebook by Kelila Rotto

The last presidential election in 2016 made it clear how influential social media, especially Facebook, can be in politics. While it’s now clear that people were influenced by Russian interference on Facebook, the fact that much of it was done on this platform says a lot about how Facebook influences people’s opinions.  

Although Facebook doesn’t seem to be as important in this election, only a fool would discount this platform after 2016. About seven-in-ten U.S. adults, that is 69 percent of people, use Facebook. While younger audiences are not likely to engage on this social platform, older audiences are probably still looking on Facebook. People will visit Facebook just to take a look around, but if you can get someone to commit to liking a candidate’s page, you have an audience that will automatically see your posts and can amplify the messaging.

Elizabeth Warren’s Facebook banner is a video with key images and words to draw in the audience and get them excited. It has phrases such as “Dream Big” and “Fight Hard”, but a key is seeing the word “Grassroots” which gives the credit back to the people who are at the bottom. Most of the imagery includes Warren interacting with audiences and hugging people. This shows the campaign as including individuals and giving credit to the person looking at the page. But this is not left without a call for action. On the bottom right of the banner there is an easy ask for the viewer. All it says is “text fight to 24477”. It’s simple, but that is why it is perfect as the first thing you see.

Additionally, most of the messaging on Warren’s Facebook page focuses on the effect of every person who pitches in fighting side by side. Very few posts use a first person “I” or refer to “my plan”. Instead, they focus on the community and what Warren’s supporters can do together.

The pinned post, the first post anyone who clicks on this page would see, is thanking supporters. This gives credit to those who donated for “building this campaign” or “a movement”. It is inspiring as the first thing as it is clear that the campaign has far exceeded the original goal. As a new supporter or an old supporter, the Facebook page seems to be about keeping up momentum and making those who follow Warren feel good about how they have helped contribute.

Warren’s campaign is using this platform for two distinct purposes. Firstly, about half of the posts seem to be informational. Whether this be a video or a link to an article which shows Elizabeth Warren’s values and campaign promises. This in itself may be a type of ask because posting is kind of a way of asking people to read the post or watch the video. Many other posts ask for donations but only a small amount like $2 which almost anyone can give. But they are sure to ask in the context of what this donation is fighting for.

Because of the platform, Facebook does not tend to be entrepreneurial in the type of engagement it encourages. While it allows for two-way communication and encourages conversation from the audience, this page is run in Elizabeth Warren’s name and does not allows for others to create their own posts, people can only comment on posts created by the campaign.

However, it should be noted that this is only Warren’s “personal” account. There is another account where the audience can be more participatory and make their own posts in order to contribute. Interestingly enough, these two accounts work together as a whole. One to give information and ask for a donation, and another account designed to create more interaction and even build a community through the participation on the page.