It used to be that if you wanted to campaign for your candidate, you had to rely on the “holy grail” of tri-media: print (whether broadsheet, tabloids, or magazines), radio, and TV. It was traditional media that I was an expert in; that’s my background.
But the times were changing – as I was feeling the pulse of the Philippines on a possible Duterte Presidency, I was also feeling the pulse of this emerging field of social media, and how it can be used to not just get your message out there, but to actually amplify it.
It wasn’t new per se, but Facebook back in 2016 was the game changer – specifically, free Facebook.
In 2016, Facebook offered free access to its users. This was a game-changer for our cash-strapped campaign. Before then, a Facebook user needed to pay for data from any telco provider to access his account and those of his friends. But when it was freed – it opened a lot of possibilities – and we decided to tap it.
Opening the Floodgates
During the 2010 elections, Facebook wasn’t even a factor. The game then was just to get as much likes as possible on your pages. But when Facebook offered free access to select countries, including the Philippines in 2016, it became a formidable platform for expression.
As much as we were feeling the pulse for Duterte, we were also feeling the pulse of what we can do on social media, particularly Facebook. There wasn’t any rulebook yet back then, not like in traditional media, so we were playing everything by ear. And the results, I think, speaks for itself.
This is not to say that the rise of Facebook didn’t have its problems. As a new platform, it had its fair share of challenges and ethical considerations (that could be a different blog post in the future, as it is quite a lengthy topic to unpack). However, one thing was clear – on this emerging media platform, we had to figure out the new rules and strategies that work.
The Duterte campaign opened the floodgates of what social media could really do; I was, fortunately (or unfortunately?) right in the middle of it.
Caught in the Middle
Social Media became an amplifier. It was like a loudspeaker for all our campaign messages. Throughout the campaign period, our campaign ads were running on traditional media, but was also carried by various Facebook pages, groups, and personal accounts, this multiplying the reach of the messages. The ads that could not run on TV because of budget constraints were posted on social media.
I was in the middle of everything. Because of my pivotal role in orchestrating the campaign’s media plan, I became the administrator of various Facebook pages, groups, and Messenger chat groups, actively sharing content about Duterte.
In addition, I was in various chat groups talking about campaign strategy and tactics. It was during this time that my online network had grown a thousand-fold. And with that, came its fare share of challenges and issues.
Your Glimpse Into an Ongoing Journey
I’d like to think that up to now, I am still feeling the pulse of the changing times. After all, as the cliche goes: the only thing constant in life is change.
What I want for this blog is not just to document what was, but to tell you, my dear reader, my thoughts, learnings, and experiences going through all of it. I want to keep exploring this world of social media, and how it shapes our everyday reality. And I want to bring all of you along for the ride.
Part 2 of 2