Politics 2.0-Donald Trump

Donald Trump. A name recognized internationally, and as of recent, the 45th president of The United States. A businessman with no previous political experience, it is almost baffling that he was able to win such an esteemed position. Some may wonder how it was possible, and I can confidently say it is largely a result of social media.


Politics 2.0 emphasizes the importance of social media for candidates, in order to reach their audience and send a message. We see it originally used in the Obama campaign, where he focused mainly on the use of Facebook and Twitter to reach voters. Facebook is a legitimate platform used for communication. Advantages include its’ global reach, its’ transparency, the connections it creates, and the citizen participation it offers.

Donald Trump used a similar technique for his campaign, focusing heavily on Twitter updates as well as Facebook to his advantage. However, Donald Trump’s messages were much different than that of former President Barack Obama. Obama can be quoted using messages that further supported his brand image-Hope. Mr. Trump received the same attention but mostly as a result of his bold statements, often delivered via Twitter and Facebook. The attention he was given because of this, along with the ridiculous Facebook articles on him, further put him in people’s minds-exactly what he wanted, and ultimately what lead to his success. 28 million followers, can in fact, do a lot.

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The advertising and awareness he had simply through social media is extraordinary. An article by the verge, “Donald trump says Facebook and Twitter ‘helped me win'”, further expands on this. Mr. Trump was quoted during his talk on CBS’ 60 minutes, saying, the services he uses such as Facebook and Twitter “are great forms of communication…I’m not saying I love it, but it does get the word out.” And that’s evident, he continued, “The fact that I have so much power in terms of numbers with Facebook, Twitter, Instagram etc. I think it helped me win the races where they’re spending so much more money than I spent.” He didn’t spend nearly as much on advertising, both digitally and traditionally, as his opponent, Hilary Clinton, stating “I think that social media has more power than the money they spent.”

Although not all that was heard about Mr. Trump was positive, he even used the negative to his benefit, as a way to “fight back” from an inaccurate, or bad story. Hence, the articles posted on Facebook, or more commonly known the “fake news.” This had such a profound effect that Facebook, specifically the founder, Mark Zuckerberg is taking steps to make sure all the news reported on his site is in fact, accurate. What a concept! We shall see how that goes.


Uncertainty still evidently remains on that issue, however, what is clear is the immense role that Twitter and Facebook did play in fact play in this campaign. It is interesting to wonder if the results would have been the same if social media was not used. Food for thought!


Ana Lopez

According to Ana Lopez’s twitter bio, she describes her occupation as “Communication, Marketing, and PR at Lopez Nosey, journalist and anthropologist” As if that description isn’t enough in itself, it only grazes the surface of who she is and what she does.


Ana Lopez visited our class on Wednesday April Fourth to discuss who she is and what she does, and I was thoroughly impressed. In her years she has been a part of some of the largest campaigns and succeeded in various fields.

What was especially interesting about Ana’s career is that she was at the forefront of digital media essentially. When she began at her first company, Estrella Damm, in 2009, social media was barely in use. She had learned essentially to do PR “the old fashioned”, or traditional way and without the use of websites such as Facebook, or Twitter. However, she was just in that time slot when social media began to get more popular and she used it to her advantage to market Estrella in a way it had never been done before. The times were changing, and instead of falling behind Ana Lopez made it her goal to bring Estrella Damm forward with it.


In 2009, there was “no digital marketing department, or digital team” at Estrella Damm, it was just her, alone, as the Digital Manager. She decided to take a leap and create a three minute long music video for their Estrella’s 2009 campaign that perfectly exemplified the company’s brand territories such as “music and culture, friendship, gastronomy, party time” The video was shot in a beautiful location, Formentera, which was an excellent background for the fun filled video portraying the partying, friendly, and fun experience their drink accompanies.


The campaign was an amazing success. Just after one video, the company’s brand awareness went up by 225% in the summer of 2009 alone. The video reached 2,500,000 views that summer, strictly on the newly created Estrella Damm Youtube Channel. The song used in the video, “Summercat” by Billie The Vision & The Dancers-a once unheard of Swedish group became the number one most downloaded song in Spain that summer. And the location of the video, Formentera became the preferred destination that year. And all of this mass reach and influence was the result of one single three minute long video, created, directed, and formed by the one and only, Ana Lopez.

Ana’s approach was absolutely genius. She saw the opportunity that the newly created social media sites gave their company and all companies frankly in terms of advertising.  Ana was the first person, and Estrella Damm, the first company which used the internet, specifically Youtube, to make a music video to entice customers. It was a complete smash, and it was only the beginning.

Following the 2009 video, Estrella Damm realized the incredible effect and impact that social media could have for their company. Estrella Damm began growing their social media presence, and in addition of expanding Estella Damm’s Youtube channel, Ana Lopez created the company’s Twitter, Facebook, and Instagram amongst many others-from the ground up, completely by herself. Essentially, Ms. Lopez created Estrella Damm’s entire social media personality in Spain in the years following 2009.

In 2015, Estrella Damm created another video, this time a 10 minute long short film. Ana, who had always worked alone, became in charge of a team of thirty plus individuals inside and outside the company. The video had 6,500,000 in 2015 alone; was awarded by Youtube as the best campaign in Spain, and increased brand awareness by 5% in Spain, and 30% in Spain.


The figures are impressive enough, but what is truly incredible is all that Ana Lopez was able to accomplish for Estrella Damm and for herself, in such a short period of time simply through the use of social media. 2009 offered the new opportunities that social media websites such as Youtube offered, and Ms. Lopez saw this and used it for her and the company’s advantage incredibly.

After her many accomplishments and much success, Ana Lopez left Estrella Damm and began her own digital agency, La Lopez, as well as opened La Lopez Cafe, a “cafe to enjoy homemade food…a place for creativity and culture…and a network itself.” It seems that the possibilities for Ms. Lopez are endless, and I look forward to see what else she does in her career!


Ana Lopez and company enjoying some homemade food at La Lopez Cafe

Valenti Sanjuan

Valenti Sanjuan is a multifaceted with many interest and uses social media to broadcast just that. Originally beginning with short comedy shows on Youtube, Valenti Sanjuan had a great presence on screen and his comic bits received a lot of attention and praise. Having been one of the first people to live steam a comedy show, Valenti saw an opportunity for mass viewing via a free server that people used everyday. He was quoted during a presentation in front of our class saying one of his goals was to be one of the “Best storytellers on Youtube”

With more praise, and his continuously growing Youtube personality, Valenti began using his channel to expand it to include other interests. He began doing extreme athletically strenuous competitions such as “iron man” and documented it via his Youtube channel. He established himself, and his brand “Valenti Sanjuan” as an entertaining, lively, energetic, adventurous, and passionate storyteller.


He became so successful in what he did that large brands actually pay him to endorse their products and use them in various parts of his videos. Hence, the brand continued.


And that was only the beginning. Valenti continuously finds new material to keep viewers entertained, and I believe one of the reasons for his success is the authenticity which he has with his work. One project he showed us that I found especially powerful was his documentation of him pushing a woman in  Barcelona Marathon who suffered from Cerebral Palsy. Not only was the video touching in itself, the way he described it in class was what really struck me. He didn’t talk about her condition or how difficult it was to physically push someone 26 miles, he talked about her as a person, how beautiful she was and how amazing it was to get to know her during their journey together.  And that’s one of the best things about his job, the people you meet and the stories you hear, and being able to share them and broadcast to thousands of people around the world.


Valenti is extremely interesting in that he’s truly one of a kind. He took what he was passionate about and what he enjoyed-comedy and sports-two completely unrelated topics and combined them to make it work for him. The underlying passion and interest is the same in everything he does which is what makes it so entertaining. However, he was able to create this own “brand” or image which supports all facets of his life and that’s what makes him truly unique. He loves what he does and it is seen in his work. I look forward to seeing what else he comes out with. I may have to make a Youtube account just to follow him!


Mobile Journalism: The New Media

Mobile journalism is a recent form of media that has emerged as a result of our advancements in technology. Nowadays, almost everybody has a smart phone, and if so, they carry it around with them wherever they go. As a result, people are constantly giving live updates to applications such as Instagram, Snapchat, Facebook, Twitter, and even through text messages and email, to name just a few. These updates are often posted as they occur in real time and can take various forms such as text, video, audio, and photographs. The smartphone really does it all!


Mobile journalists, or mojos, as they are often referred, have used these developments to their benefit. Instead of having to bring bulky tape recorders, or oversized video cameras  to events or interviews, they can just simply bring their iPhone out. Neal Augenstein, a radio journalist stationed in Washington D.C. expresses this perfectly, “Since 2010 I’ve been doing all my field reporting just with my iPhone and iPad.” Applications have even been created to assist in smart phone editing, recording, and posting, to make news reporting from a mobile device that much easier, and the presentation that much more professional. Applications range from Call Recorder, which records phone calls and interviews, to shooting and editing software applications such as Splice, and Magisto that assist in delivering precise and relevant content.

In addition to smart phones’ many features and capabilities, another advantage of the hand-held device is it gives journalists the ability to capture anything that may occur while they’re out and about. If something happens when journalists are on the move, they can simply take out their phones, capture it, and then share it with their audience. This accessibility is most likely one of the biggest advantages of having a smart phone. Anything can be posted to an online newspaper or application directly from a phone, as quickly as possible, or even live, as it is happening. Journalists no longer have to wait to get back to the office or to get to their computers to record what occurred because they can explain it and even show it as it is going on. Stephen Quinn, an experienced mojo, defines mobile journalism, “mojo is editing on mobile phones as well as the shooting..It’s also captioning, putting headlines and credits. Real mojo, true mojo is doing everything with a mobile phone.” And it’s easy! With the availability of smart phone access and with apps that allow us to record and capture events in real time, journalism coverage has taken a whole new form, and, it is faster and easier than ever before.