• by Laurie Sullivan  @lauriesullivan, June 15, 2011

Social media and digital advertising will play an important role in the 2012 elections, as Facebook "friends" continue to have more of an influence on voters than the evening news.

New stats back up that assertion: 94% of voting-age social media users engaged by a political message viewed the entire clip, and 39% went on to share it with an average of 130 friends online. That's according to a May 2011 study released Wednesday from digital agency SocialVibe.

It turns out that the percentage of Facebook members living in Iowa who participated in the study shared content with friends at more than twice the average rate for a typical SocialVibe online brand campaign. The study also found that an investment in an engagement campaign of $25,000 could spread the content online to people of voting age in all 50 states within 24 hours.

The SocialVibe study also tested the reach of politically themed ad campaigns. Along with brands, commercial and political advertisers continue to shift more advertising budgets to online and mobile advertising, but the most significant challenge becomes presenting political messages in such a way that supporters want to share campaign information.

In order to motivate political supporters to share messages, campaigns will need to become more creative, develop loyalty, persuade and engage. Candidates will need to tap into social media to strengthen the relationship with voters and inspire action, such as making a donation.

Social media users can also share persuasive information with friends and colleagues in moments from their computer or mobile device instead of making phone calls or canvassing.

The study identifies five key messages: Use Facebook and campaign Web sites to engage supporters, make social a conversation, go mobile, don't forget social email, and build allegiance through engaged advertising.

But what can brands learn from political messaging? Politicians have the unique challenge of connecting with people one on one to create a personal experience. Think about a brand the way a political campaigner must think about constituents -- in the end, every vote and purchase is a personal choice, said Jay Samit, CEO at SocialVibe.

Brands and political campaigns must reach people where they engage online. Rather than interrupt people, invite them to a conversation or engage with the message when it's convenient and beneficial for them.

"You can't buy 1.0 media to drive a 2.0 campaign," Samit said. "In other words, it doesn't work to buy banners to drive social. Socially enabled advertising is a must."

Samit likes to ask people if "a banner ad ever made you cry." Obviously the answer is no, unless the person gets annoyed to the point of tears, he said. Banners lack a call to action and fail to connect with consumers on a personal level, whereas politics are highly personal. Most people like to share personal views and beliefs. Allow people to engage with and personalize messages: This is what drives sharing, Samit said.