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Washington Post
jilard.com-Jul 14, 2015
New statistics show that increasing numbers of people are turning to social ... While the rate of news consumption on social media is rising, it is still ... how much power these social media platforms have over public opinion.
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Facebook's strategy is simple, in the same way that ancient Rome's was: Take over the world and run it the way you see fit. The only difference is that Facebook has been more successful.
It's impossible to talk about modern media -- and, therefore, modern politics -- without talking about Facebook. More than
1.4 billion people globally use the service -- far more than ever cared about Caesar Augustus. We've noted that the vast majority of American adults use Facebook, especially
people under 30. Last year, we detailed how Facebook
planned to become the first stop for campaign advertising dollars. And now, thanks to
data from Pew Research, an additional enticement for political types: Facebook, not Twitter, is the social network where people go to get -- and engage with -- the news.
The increase in the use of Facebook for news has been steep, even since just 2013. Pew breaks down the numbers by demographic, and only among those 35 and older do less than 60 percent say they gets news on Facebook.
That's a much larger percentage than those who get news from the media's favored social network: Twitter. Forty-one percent of all American adults get news on Facebook.
What's more, on Facebook, they are more likely to share and comment on news about the government and politics.
So to take a step back. Two out of five American adults get news on Facebook. Of the population of Facebook users -- more than 80 percent of those under 30 and over half of those over 65 years old -- 40 percent of them "like" posts about government or politics, and nearly a third post their own thoughts on or links to those topics.
If your goal is to get people to see your campaign's blog post or get your new TV spot shared, an early stop (if not your first) in 2016 will likely be Facebook. Just as the best place to go to sell your goods in the year 100 B.C. was the great metropolis of Rome. Except Facebook has much better metrics.
Philip Bump writes about politics for The Fix. He is based in New York City.
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