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 Biden administration is making changes to federal student loan programs, bringing more than 3.6 million people closer to debt forgiveness under the new rules, providing 40,000 with immediate debt cancellation, and allowing several thousand more with older loans to get some relief. Rob Franek, Editor-In-Chief of the Princeton Review, joined Cheddar News to break down how these changes might impact the lives of student loan borrowers and addresses some of the pushback against doing even more. "This is not a bankruptcy bailout of industries that are supporting the American economy," he said. These are for students right now who would otherwise be hobbled financially if they didn't experience some sort of forgiveness overall."
After a secrecy-shrouded visit to Ukraine's capital, U.S. Secretary of State Antony Blinken says Russia is failing in its war aims and “Ukraine is succeeding.”
Emmanuel Macron staves off the far right challenger Marine Le Pen in France, conservative lawmakers find themselves embroiled in varying controversies, and pickleball is hotter than ever in the U.S.
Catching you up on what you need to know on April 25, 2022, with Secretary of State Blinken and Defense Secretary Austin visiting Ukraine, Emmanuel Macron is reelected as president of France, Twitter is talking to Elon Musk about his purchase bid, and more.
An increasing number of countries are recognizing "Rights of Nature", a legal movement that says ecosystems and species have basic rights to exist and flourish. Grant Wilson, executive director at Earth Law Center joins Cheddar News to explain what the movement is aiming to achieve.
The saga surrounding Elon Musk's bid to buy Twitter has made its way to Washington, DC. A group of 18 House Republicans are calling on the social media platform's board to preserve all records and documents related to the company's response to the offer from the Tesla CEO. Caleb Silver, editor in chief of Investopedia, joined Closing Bell to discuss. "This is a long term play, but it's just a shot across the bow by congressional Republicans, who probably will end up taking the House, that they're going to be tough on Big Tech and they're going use Musk's bid for twitter to take it private, so that he can get the platform to be open source and remove its censorship."
Florida Gov. Ron DeSantis has signed a bill dissolving Walt Disney World’s private government after the entertainment giant criticized a measure that critics have dubbed the “Don’t Say Gay” law.
Autumn Peltier, an indigenous water activist, joined Cheddar News to talk about the lack of access to clean water among indigenous communities in Canada. “I say the government to hold themselves accountable for the promises that they make because Canada and indigenous people have a long history of broken promises and they still continue to this day to keep breaking promises with the nation's people," she said. "Less talk and more action is very much expected from me."
Robert Bonnie, farm production and conservation undersecretary for the USDA, spoke to Cheddar about climate-smart strategies to help farmers reduce carbon emissions from agriculture. "We share the costs of installing those practices on their lands in ways that will protect the climate and maintain agricultural productivity, and we're also partnering with farmers to draw in private investment in greenhouse gas emissions reductions provided by agriculture and forestry," he said. The hope is to get farmers and ranchers to produce climate-smart commodities to lessen the impact of climate change.
