Mobilize voters is a challenge for the pol?ticos around the world, since the low participaci?n is an enemy com?n to all formations. Part of the soluci?n can reach social networks trav?s.
In United States, the number of voters in the elections of November 2010 aument? in m?s of 300,000 people due to a single message of the elections d?a Facebook, concludes a study conducted at the University of California and published in the journal 'Nature'.
The investigaci?n confirms that Group presi?n encouraged to go to vote, and shows that you networks social online can affect behavior in the real world. "The electoral participaci?n is very important for the democr?tico process." "Without voters, there is no democracy, and this study suggests that social influence may be the best way to increase the participaci?n," says Professor and lead author of the investigaci?n, James Fowler.
SEG?n the Bureau of the Census of United States, the participaci?n in the presidential election of 2008 was 53% whereas for the elecci?n to the Congress in 2010 acudi? to the polls, 37% of the poblaci?n age to vote.
In the investigaci?n, m?s of 60 million people saw on Facebook the social (non-partisan) "salt to vote", message inserted at the top of their news p?ginas, November 2, 2010. The inclu?a message reminder "today is the d?a of the elections", a bot?n of "I vot?" on which to click a link to places of votaci?n, a counter showing the n?mero of Facebook users already hab?a reported on its votaci?n, and up to six photos of the profile of the user Facebook friends who indicated having voted.
About 600,000 people (one per cent) were assigned at random to see a modified versi?n of "informational message", id?ntico in all respects to the social message, but shall not include pictures of the friends. 600,000 Others served as a control group and did not receive the message of the elections d?a Facebook ning?n.
Fowler and his colleagues compared the behavior of the recipients of the social message, the recipients of the informational message, and those who saw nothing, and found that those who hab?an received the social message were prone m?s than the rest to seek a place of votaci?n and click on the bot?n "I vot?".
Counting of votes
Clicks medici?n gives an idea quite pr?xima about c?mo people in the network behaves, but does not indicate cu?ntas people actually voted. To calculate cu?ntas people voted, the computer accessible to the p?blico votaci?n records utiliz?. In their an?lisis, experts developed a t?cnica than imped?a Facebook know qu? users voted or were recorded, but them permiti? compare the rates of participaci?n among users who saw the message and those who did not, and found that 4% of those who said that voted hab?an not the hab?an done.
It is important m?s that votaci?n figures were high m?s in the group as the social message recibi?. On the other hand, users received the informational message - that did not see pictures of their friends - voted in the same proporci?n than those who did not see ning?n message.
James Fowler, "the influence social marc? the difference in movilizaci?n pol?tica".
The researchers estimate that the direct effect of the social message of Facebook users who saw gener? 60,000 additional votes and the effects of the social network - social contagion between friends - produced other 280,000 votes m?s. In other words, the social network consigui? other four voters per each one to be moviliz? directly.
Tambi?n researchers show that the message of people related by two degrees of separaci?n - the friends of the friends of the social message recipients - tambi?n were likely m?s press in the bot?n "I vot?". SEG?n Fowler, "behavior cambi? not s?lo those directly affected, but tambi?n his friends (and friends of friends)".
Most of the increase in the real votaci?n be debi? not to the whole of a Facebook user's friends, but to "close friends", people that ten?an m?s likely users have a near relaci?n outside the network. Researchers at the University of California showed that you interactions podr?an be used to predict qu? of Facebook friends social networking tambi?n were close friends in real life.
The tambi?n investigaci?n has evaluated qu? messages work best for increasing electoral participaci?n and qu? people are influential in the process m?s.
Although the effect of the message by friend is peque?a, "that multiplies a peque?o effect to trav?s of the millions of users and billions of friends in social networks online, r?pidamente reach n?meros that make a difference."" The main engine of the change in behavior is not the message, is the social network", insists Fowler.
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