Image by Rody Duterte via Facebook Page - Davao City Mayor Rodrigo Duterte’s spokesperson, Peter Laviña, said in a press release that social media was a “game changer” that helped them win the election
- The spokesperson said Duterte and his team are grateful to all the online supporters, both in the Philippines and abroad
- Among the candidates, Duterte spent the least amount on TV and radio ads; thanks to the digital campaign involving hundreds of social media account groups and individuals
MANILA, Philippines – The camp of presumptive president Davao City Mayor Rodrigo Duterte thanked the supporters on Facebook, Instagram, Twitter and other social media platforms on Friday for extending their help in order to secure victory at the recent election.
Peter Laviña, the spokesperson for Duterte, said in a press release as published by ABS-CBN News on May 13, that social media was a “game changer” that helped them win; saying: “On behalf of Mayor Duterte and the campaign team, we would like to express our thanks to all our online supporters, both here in the Philippines and abroad, who tirelessly worked to raise awareness about his candidacy, platform, and programs.”
“And given our lack of funds to defray campaign costs, social media outlets like Facebook, Instagram, and Twitter gave us the platforms to convey and propagate our messages,” he added.
Orchestrack, an organization that undertakes TV and radio advertising monitoring, library, and analytics, revealed that Duterte spent a relatively modest P257.4 million on TV ads which is an amount way low as compared to those spent by other presidential candidates.
On the same manner, Orchestrack data revealed Duterte spent the least on radio ads which is P1.8 million.
Reports said the reason for the fewer expenditures on ads is because of Duterte’s digital campaign involving hundreds of social media account groups, individuals, and influencers; with a reach of over 14 million supporters.
Tricia Aquino mentioned in her article for InterAksyon published on May 13 that 72% of Filipino Facebook users discussed him from November 20, 2015 to May 9, 2016; making him the most discussed presidential candidate on the social media giant.
“There’s no doubt that social media, especially Facebook, had an impact on how voters and candidates engaged,” said Katie Harbath; Facebook’s Global Politics and Government Outreach Director.
When Harbath was asked how Facebook helped shape the Philippine elections, she replied that the platform gave voters more access to the candidates.
“We gave them the ability to discuss the issues with their friends and family who live not only here in the Philippines but also overseas. And we also gave people a reminder to really participate in the process through the voter megaphone, reminding them that it was Election Day, reminding them to get out and vote,” Harbath said.
“The fact that 25 million Filipinos worldwide got involved and 315 million interactions were generated made this the most discussed elections that we’ve had, thus far, in Asia,” Harbath added.
Laviña also gave a clue that Facebook is considering providing support for the incoming Duterte administration; however, no additional detail about it was given.
The spokesperson added that the connectivity afforded by Facebook was essential in building Filipino communities and pushing the reform agenda of the presumptive president.
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