Election 2012

Election 2012: A #SocialElection Driven By The Data

Social media was a bigger part of the election season of 2012 than ever before, from the enormous volume of Facebook updates and tweets to memes during the Presidential debates to public awareness of what the campaigns were doing there in popular culture. Facebook may even have booted President Obama’s vote tally.

While it’s too early to say if any of the plethora of platforms played any sort of determinative role in 2012, strong interest in what social media meant in this election season led me to participate in two panels in the past two weeks: one during DC Week 2012 and another at the National Press Club, earlier today. Storifies of the online conversations during each one are embedded below.



The big tech story of this campaign, however, was not social media. As Micah Sifry presciently observed last year, it wasn’t (just) about Facebook: “it’s the data, stupid.” And when it came to building for this re-election campaign like an Internet company, the digital infrastructure that the Obama campaign’s team of engineers built helped to deliver the 2012 election.

PollWatchUSA enables anyone with a smartphone to act as a poll monitor

Pollwatch, a mobile application that enabled crowdsourced poll monitoring, has launched a final version at pollwatch.us, just in time for Election Day 2012. The initial iteration of the app was conceived, developed and demonstrated at the hackathon at the 2012 Personal Democracy Forum in New York City. The app aggregates reports and visualizes the user-generated data at pollwatchusa.org/viz.

Pollwatch iPhone app

The app is result of a collaboration between the PollWatch team, which includes RebootWebSava, and Common Cause/NY, along with input from TurboVote, The project also received support from the Voter Information Project and Latino Justice.

“Election Day is often hampered by inefficiency and confusion, leaving voters with little recourse. PollWatchUSA was conceived to help voters report problems in real time, by putting the tool in the palm of their hands. Through crowd sourcing, Common Cause/NY hopes to collect a broad data set to better identify the issues and help create a more effective elections administration system,” said Susan Lerner, Executive Director of Common Cause/NY, in a prepared statement.

The data for polling locations is coming from the Voting Information Project, which has acted as civic infrastructure for a number of efforts this year.

“Susan Lerner, our project co-sponsor at Common Cause, was instrumental in making sure the New York polling sites were included in that dataset (with much nudging and cajoling to the Board of Elections),” emailed Jeremy Canfield, service designer at Reboot.

Canfield explained that the project went through three iterations since June.

“We tested it out with users in two primaries, plus got some help from one of Union Square Ventures Product Feedback days,” he wrote. “We used that feedback to simplify the flow, making it as easy as possible for users to report on their voting experience. By making it easy and lightweight to report, plus sharing those reports widely, we can get better data to election advocates (chief among them, Common Cause), who can provide immediate help or work with the various boards of elections to make real time adjustments.”

Notably, Pollwatch is made to work on any smartphone, not just a singular platform. They chose to develop a mobile website, not a native app, avoiding the “shiny app syndrome” that has been problematic for some local governments. Well done, all.