Best Use of Social Media for News← Go back to category
Election 2012: CNN Worldwide Won the Social Media Battle
March 5, 2013
- Social Media for News
Team members: CNN Worldwide Staff -
About this entry
In early 2012, CNN’s social media team began planning how the network would incorporate social media into its coverage of the 2012 election. Part of CNN’s mission was to provide its viewers and users the most engaging coverage of the 2012 election season.
Through CNN’s unparalleled political reporting combined with social connectivity, the network hoped to empower more American voters in this critical election season.
CNN’s Election 2012 performance proved to be stellar from television, to mobile, to social media platforms – CNN edged out its competitors and had record breaking ratings, page views and social media mentions. Throughout the election year, CNN took the top spot for all Social Media mentions for 2012 political events (including the RNC/DNC, primary & presidential debates and Election night.) (Source: Trendrr.)
The case for why this entry should win a Shorty
During the 2012 Election season, CNN continued to grow and engage its massive social media footprint, with more than 40 million Twitter followers and 11 million Facebook fans across all of CNN branded accounts by incorporating social media in the network’s coverage of Election 2012.
Part of the network’s strategy was to join forces with social media giants to extend its reach across platforms during the network’s unrivaled coverage of ‘America’s Choice 2012.’
CNN & Facebook partnered to make 'America's Choice 2012' political coverage an interactive, social experience for CNN’s on-air, mobile and online audiences and Facebook’s more than 160 million U.S. users.
In the partnership, Facebook and CNN teamed to take the pulse of the American electorate and amplify the voices of the social site’s users as they share their thoughts and feelings on candidates and critical issues facing the country ahead of Election Day.
This partnership included the following:
CNN & Facebook Launch the The “I'm Voting” App
Facebook and CNN launched an interactive, engaging “I'm Voting” Facebook application. The app enabled people who use Facebook to commit to voting and endorse specific candidates and issues. Commitments to vote were displayed on people’s Facebook timeline, news feed, and real-time ticker.
CNN Facebook Election Insights
During Election 2012, CNN and Facebook used election insights to measure FB Buzz about the candidates by aggregating the amount of discussion surrounding each candidate and CNN will drill down on specific state-by-state analysis.
On Election Day, CNN teamed up with the Empire State Building to display electoral votes atop the spire of the building. It was a first-ever use for the Empire State Building’s new custom LED technology. The social teams for both CNN and the Empire State Building asked viewers to snap a picture to post to social media platforms like Twitter, Facebook, Instagram and CNN iReport by using the hashtags #CNNElection. CNN incorporated the photos into its coverage of Election Night on CNN platforms.
CNN ended 2012 as the #1 news organization with the largest social media following on Twitter and Facebook. In Jan 2013 – CNN’s two flagship Twitter accounts reached major milestones with @CNNbrk crossing the 10 million follower mark and the @CNN main news account surpassing 7 million followers.
@TwitterforNews congratulated @CNN for reaching 10mm & called the network the @LadyGaga of journalism!
Twitter’s @TwitterforNews account congratulates @CNNbrk in a tweet:
@TwitterforNews: Congratulations to the @cnnbrk team for reaching 10 million Twitter followers! You're like the @ladygaga of journalism.
CNN Facebook Insights
CNN/Facebpook 'I'm Voting' Facebook App
Obama's Inauguration - 'In the Crowd' Instagram Interactive
CNN 'Tweet of the Union'