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.
The push to regulate the gig worker economy is gaining steam as the share of workers who participate in freelancing through businesses like Uber and Lyft have also exponentially grown during the pandemic. Employment attorney Mark Kluger, founding partner at Kluger Healey, LLC, joined Cheddar to break down how the battle to reclassify gig workers will continue in the new year, and why the issue continues to generate conflict. "More and more workers are using gig work as their primary source of income and as a result of that they are not like employees in the sense that they don't have benefits like health insurance," Kluger noted.
2021 saw markets continue to be impacted by the onslaught of the coronavirus pandemic -most recently in the form of the Omicron variant- in addition to the global supply chain shortage, and increased inflation. But it wasn't all bad news, as crypto soared throughout the year, and meme stocks continued to have a moment. With the year coming to a close, investors are keeping an eye out to see if they should expect more of the same in the new year. Chris Vecchio, Senior Analyst, at DailyFX tells us what market trends to be on the watch for in 2022.
Matt Hayden, vice president of govtech solutions at Exiger and a former assistant secretary of cyber at Department of Homeland Security, joined Cheddar to discuss the surprise phone call initiated by Russian President Vladimir Putin to President Joe Biden, ahead of January security talks about the rising tensions over Ukraine. "We're hoping to hear that we're able to talk about the aggression and the leadup of the Ukrainian militarization," Hayden said. "But we're also looking to hear is how the Kremlin leveraged their talking points to try to test their negotiation stance with the United States leading into this January 10th meeting."
The No Surprises Act begins implementation on January 1, 2022. The legislation is meant to curb the practice of unexpected billing for care from providers the patient was unaware were out-of-network from their insurance. Patricia Kelmar, director of health care campaigns for U.S. PIRG joined Cheddar to describe the hundreds, sometimes thousands, of dollars charged to unsuspecting patients and how things will change under the new law. "If we are picking an in-network doctor and an in-network hospital, we should not see those added costs from anesthesiologists, radiologists, scrub-in surgeons," she said. "The other area it protects you is in air ambulances — not ground ambulances, unfortunately — but the helicopters or the airplanes you might need to transport you in an emergency situation."
President Joe Biden and Russian President Vladmir Putin are expected to have another conversation surrounding escalating tensions between Russia and Ukraine. Ariel Cohen, senior fellow at the Atlantic Council, joined Cheddar's Ken Buffa to discuss the ongoing tensions and why Putin's request for a conversation with Biden comes now. "This is very serious. This is the worst security crisis we had since the collapse of the Soviet Union," Cohen told Cheddar.
