Thursday New Tools Feature: Facebook "Poking" People to the Polls

As NDN Fellows Morley Winograd and Mike Hais demonstrated yesterday, the Millennial Generation played a key role in this election, voting in higher numbers than in any recent election and in a more unified manner than any other age group - 66% of Millennials supported President-Elect Obama, compared to only 32% who supported U.S. Sen. John McCain. Millennials constituted a greater percentage of the vote than those 65 and over. Without the overwhelming support of Millennials, Obama's victory margin would have been 1.5% instead of 6% nationally, and there might have been a lot more nail-biting on Tuesday night.

We're still waiting for the final numbers on the youth vote to come in, but a new CIRCLE report projects that youth turnout increased between 1 and 6 percentage points this year - an increase that translates into several million new voters. What was responsible for this increase?

One obvious answer is the candidate himself; Obama connected with young voters like no other political figure in recent memory. He gave them something to get excited about and ways to get involved. Shirts sporting his visage flew off the shelves at Urban Outfitters. He is, simply put, cool.

Others might point to the fact that his campaign organized a superlative ground game and created a fundraising juggernaut. Still others might note that the Obama campaign demonstrated a mastery of technology and deployed it on a scale never before seen in American politics - this is a point that Sarah Lai Stirland makes in Wired this week, and something I and others at NDN have talked about a lot.

The Obama campaign's message, organization, and use of new tools were all game-changers. But I believe one of the biggest boosts in the youth turnout may actually have had nothing to do with Obama himself. On the day before the election, I wrote about the Facebook Election Rally, which allowed users to select automated status message updates urging friends to get out the vote, including a link to join the rally themselves and the option to invite other friends manually. By the end of the rally, nearly two million Facebook users donated their status messages for GOTV purposes. Of those users, 70% put up messages encouraging friends to get out the vote for Obama, 21% put up messages for McCain, and 7% put up messages saying to simply "get out the vote."

Then, on election day, Facebook essentially became one giant GOTV tool. The login page said "VOTE" in giant letters, and at the top of the home page was a button that said "I voted," next to a counter of Facebook users who had voted so far. When I checked at around 10 PM, the counter had reached nearly five million.

From a sociological perspective, the combined effect was very powerful. Anyone who logged into Facebook near or on election day was inundated not only with reminders to get involved, but also bombarded with reminders that their friends were voting. I don't think this has ever happened before, and seems much more powerful than any "Vote or Die"-style MTV ad could be - seeing so many friends involved has a real impact, particularly on youth. Facebook is helping to create a culture of civic participation among Millennials, and that participation quickly becomes habit. And if it continues, this could have an even greater impact in the next few elections, since less than half of Millennials were eligible to vote in this election. If Millennials gave Obama between 4 and 5 points nationally in this election... well, you do the math.