Emoji Based Outreach Effort Fails For Presidential Candidate
By Melony Roy
PHILADELPHIA (CBS) -- This election cycle, presidential hopefuls are using social media in an effort to engage with younger voters. However, some candidates may be trying a little too hard.
Presidential candidate Hilary Clinton took to Twitter to ask people to share their thoughts on student loans using only emojis and the response wasn't good.
How does your student loan debt make you feel? Tell us in 3 emojis or less.
— Hillary Clinton (@HillaryClinton) August 12, 2015
@HillaryClinton You are in terrible, terrible trouble if this is your attempt to connect to young voters. #Bernie2016 — Dan Jergal Helmick (@JabJabSliceJab) August 14, 2015
@HillaryClinton or maybe we can use our words? #collegegrad
— NY Foodgasm (@NYFoodgasm) August 14, 2015
"I think this was a case where the platform was fine but the message was off." says Matthew Ray creative director and co-founder of Chatterblast Media. " I don't know that everybody in America wants their future president to speak in emojis."
Ray says candidates think they have to be everywhere and reach everyone.
"What they should be focusing on is what amI saying and who am I trying to reach and what is the best way to reach them."
Even though her tweet seems to have backfired, this emoji fail was not a campaign ender.
"What they should be focusing on is what I am saying and who am I trying to reach and what is the best way to reach them." says Ray.
Even though her tweet seems to have backfired, this emoji fail was not a campaign ender.
"I don't think we'll be talking about it next week or next month, it didn't ruin the election for her," says Ray. "I think what it does present is an opportunity for candidates to really talk about are we really connecting with our audience using every platform and is the message right."
Clinton's team did eventually recognize their mis-step and responded with an emoticon of a shrug.
¯\_(?)_/¯ (But in all seriousness: http://t.co/A4pWb3fOf4) pic.twitter.com/qQBYSnkJZa — Hillary Clinton (@HillaryClinton) August 12, 2015
The lesson learned, according to Ray is "it's not so much about the platform its more about your content" so when it comes to serious issues - sad faces, skulls and gifs may not be the most ideal tools for a dialogue on social media.
