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 we move into the colder months in the U.S., health experts are warning of a more active flu season than last year, sounding the alarm on what many are calling a 'twindemic.' Dr. Syra Madad, infectious disease epidemiologist, joined Cheddar's 'Search for the Cure' to discuss the intersection of the flu season with the Covid-19 pandemic.
Schools across the country could expect to see billions of dollars towards providing a more accessible Universal Pre-K program. Steven Barnett, Board of Governors Professor and Director of the National Institute for Early Education Research at Rutgers University, joined Cheddar News to discuss more.
The Fifth Circuit Court of Appeals court temporarily held up President Biden's vaccine mandate for workplaces with more than 100 employees as the various lawsuits challenging it are combined. Marjorie Mesidor, a partner at the law firm Phillips & Associates, PLLC, joined Cheddar to break down the arguments in play. "They [the Biden Administration] say we have the authority to do this under the broad powers that are given under OSHA," she said. "What the Republic side then is saying, no, this is overbroad."
The UN climate summit wrapped up over the weekend after days of negotiations over the summit's final agreement. The agreement pushes countries to reassess their climate goals by the end of next year, do more for countries facing the worst effects of climate change, and also calls for a "phase down" of coal and other fossil fuel subsidies. The White House praised the agreement, but underscored the feelings of many world leaders by saying it isn't enough.
Deborah Brosnan, climate expert and president of Deborah Brosnan and Associates, joined Cheddar's News Wrap to discuss.
President Biden is under some pressure from members of his own party over rising gas prices. Senate Majority Leader Chuck Schumer has called for the president to utilize oil reserves to lower gas prices ahead of the holiday season, as gas prices are currently at a seven-year high. Energy Workforce & Technology Council CEO Leslie Beyer joins Cheddar News' Closing Bell to discuss.
The men's brand Harry's is teaming up with Stop Soldier Suicide and Headstrong to help provide mental health support with a $500,000 financial commitment. The withdrawal of troops from Afghanistan triggered a range of mental health responses from veterans and active service members, as well as displaced refugees who are now acclimating to a new way of life. Maggie Hureau, Harry's head of social impact, joined Cheddar News to talk about the partnership and why Harry's chose to get involved in mental health care.
Inflation has risen to its highest level in 31 years, sending consumer prices on everything from groceries to gas to rent surging. For many businesses, that's good news as inflation typically means better profit margins. According to data from FactSet, nearly two out of three of the biggest U.S. publicly traded companies have reported fatter profit margins so far this year compared to the same stretch of 2019, before the pandemic. Gregory Daco, chief U.S. economist for Oxford Economics, breaks down how the top businesses are reaping the benefits of inflation, and when consumers can expect inflation to ease.
Meta, the parent company of Facebook, is facing a lawsuit from Ohio's attorney general Dave Yost, who said the company misled the public about safety on the platform.
Cases of covid-19 are climbing in the Upper Midwest, Southwest, and parts of the Northeast. The seven-day national average is sitting at roughly 82,000 new cases which is an 11 percent jump from the week before. Dr. Amesh Adalja, Infectious Disease, Specialist, Sr. Scholar at Johns Hopkins Center for Health Security joined Cheddar's Opening Bell to discuss this recent uptick ahead of the holiday season.
