Mike Bloomberg broke the internet Wednesday night, but like a lot of social media sensations, not all press is good press.
Dozens of popular meme accounts on Instagram feature screenshots of messages from the presidential candidate. "Hello Mr. Salad. Can you post this meme to make me seem cool for the upcoming democratic primary?" reads a message from Mike Bloomberg's account to Kale Salad, an account with 3.5 million followers.
The caption includes a note that said, "yes, this is really #sponsored by @mikebloomberg."
"Mike Bloomberg 2020 has teamed up with social creators to collaborate with the campaign, including the meme world," Sabrina Singh, a national spokeswoman for the campaign, said in a statement. "While a meme strategy may be new to presidential politics, we're betting it will be an effective component to reach people where they are and compete with President Trump's powerful digital operation."
Bloomberg's move had mixed results. In comment sections, some are praising the campaign and others think it's disingenuous.
"At first I didn't realize they were ads and just thought they were bizarre satire, but then I saw a headline about it and was pretty annoyed," Allyn Rosenberger, a Stanford Law School student told Cheddar. "Trying to be objective, it is interesting and getting a lot of attention. And it's going to reach a ton of people."
Samantha Bell, who works in digital marketing, called the meme move a "missed opportunity."
"I do think influencer marketing for political campaigns is a smart decision." But Bloomberg's campaign, so far "is trying to reach a group of people that are very thoughtful in politics as well as social media and it kind of comes off slightly too 'try-hard,'" said Bell, who has led other paid influencer campaigns. "You have actual people you follow and look up to. It could absolutely become more of a community PR campaign with actual people who have opinions. People who follow influencers in an organic sense care about the people they're following." She thinks it makes more sense to pay those influencers than paying meme accounts, which is "like inserting yourself in the zeitgeist."
Influencers and online personalities often promote specific products or companies in exchange for money or exposure. But Bloomberg's memes did not provide a call-to-action, like a link to a landing page or a note for where to learn more about a candidate, Sian Rigby, who also works in growth marketing, told Cheddar.
"I would have found it more redeeming if there was an educational aspect," Rigby said. "I'm not going to vote for a candidate because I think they're cool."
Neither Rigby or Bell disagree that social media may prove to be a useful marketing tool for political figures — but they don't think Bloomberg's execution accomplished the intended goal.
"I don't think using Instagram or using social media is a bad thing," Rosenberger said. "It should encourage people to get engaged, not just provide another form of name recognition."
Some endorsements — like that of Rep. Alexandria Ocasio-Cortez for Sen. Bernie Sanders, involve social media. She regularly posts about her support. But she's doing it for free.
"People of power and influence endorse candidates very publicly," Annabel Gordon, another growth marketer, told Cheddar. "I feel like it's an untapped market to do that via social media."
"Why haven't they taken their endorsements digitally? That's where people are getting news and taking in content," Gordon offered.
As the number of Russian troops rose to 130,000 along its Ukrainian border, hopes for a diplomatic solution remain among world leaders. Jason McMann, head of geopolitical risk analysis at Morning Consult, joined Cheddar News to break down the fluid situation. "We saw signs pointing towards an increase in tensions between Ukraine and Russia, whereas today we're seeing some signs that the Russian government may be willing to continue down a path of diplomatic negotiations to try and find some sort of non-military solution," he said.
Nancy Pelosi and House Democratic leaders are now planning to amend the stop trading on congressional knowledge act, otherwise known as the 'Stock' Act. This 2012 law governs how members disclose the purchase or sale of stocks and amending it would close a loophole, eliminating the trading of individual stocks by members of congress. Pelosi has consistently opposed a ban on stock trading by lawmakers and congressional staff...so what's changed? Kedric Payne, Vice President of Campaign Legal Center, joins Cheddar News to discuss.
In a 5-4 vote, the U.S. Supreme Court allowed for a controversial new version of the Alabama congressional map to remain in place. The lower court had previously ordered that the state must redraw that congressional map because it violates the Voting Rights Act by diluting the political power of Black voters. Redistricting expert Yurij Rudensky joins Cheddar News to weigh in.
Florida lawmakers have introduced a controversial bill restricting some discussion of sexual orientation and gender identity in classrooms with young students. Supporters say the move empowers parents to have more of a say in what their children learn. Florida State Senator Shevrin Jones joins Cheddar News to discuss more.
Congress this week passed a bill that would end forced arbitration for workplace sexual assault and harassment, one of the most significant changes to employment law in years. Cheddar News speaks with Marjorie Mesidor, Sexual Harassment Attorney, who explains that arbitrators are often retired judges or attorneys who "tends to have a more conservative view both to law and rewards."
As the situation with Russia has grown more precarious, the White House urged Americans remaining in Ukraine to leave immediately. The Biden administration that it sees continuing signs of escalation but did not have specific information detailing a timetable for a potential invasion. Kristine Berzina, senior fellow and head of the geopolitics team at the Alliance for Securing Democracy, joined Cheddar News to provide her analysis. "There's talk of an impending phone call between President Putin, President Biden," Berzina said. "That is certainly a good sign to indicate that there would be significant cost."
Terrell Starr, host of 'Black Diplomats' podcast and senior nonresident fellow at the Eurasia Center for Atlantic Council, joins Cheddar News from Kyiv, Ukraine to discuss the mounting tension there.
The White House laid out plans for a $5 billion investment into a national network of charging stations to ease EV driving anxiety. Bruce Brimacombe, CEO of EV infrastructure GOe3 joined Cheddar News to discuss how much needs to be done for drivers to get over the fear of running out of energy. "People need to be able to do what they're doing now," he said. "But that is the way that if you're going to buy an electric car, you got to feel like you're not changing your world." Brimacombe noted that building out the infrastructure between cities was GOe3's own focus.
U.S. automakers are saying that the blockade of the Ambassador Bridge, a crucial border crossing between the U.S. and Canada, is affecting their production lines. Michelle Krebs of Cox Automotive warns that the disruption "couldn't come at a worst time," amid chip and labor shortages in Detroit.
AND DETROIT-BASED AUTO MAKERS SAY THEY ARE SHUTTING DOWN PLANTS OR SCALING BACK PRODUCTION BECAUSE OF PARTS SHORTAGES.
