The social networks have access (or more to the point can give their users access) to an unprecedented trove of information on political views and activities. Could this make a radical difference in affecting who actually shows up to vote, and thus decide the outcome of elections?
I've written before about how the biggest factor in US elections is the power of GOTV - Get Out the Vote. US Electoral turnout is so low -- about 60% in Presidential elections and 40% in off-year -- that the winner is determined by which side is able to convince more of their weak supporters to actually show up and vote. All those political ads you see are not going to make a Democrat vote Republican or vice versa, they are going to scare a weak supporter to actually show up. It's much cheaper, in terms of votes per dollar (or volunteer hour) to bring in these weak supporters than it is to swing a swing voter.
The US voter turnout numbers are among the worst in the wealthy world. Much of this is blamed on the fact the US, unlike most other countries, has voter registration; effectively 2 step voting. Voter registration was originally implemented in the USA as a form of vote suppression, and it's stuck with the country ever since. In almost all other countries, some agency is responsible for preparing a list of citizens and giving it to each polling place. There are people working to change that, but for now it's the reality. Registration is about 75%, Presidential voting about 60%. (Turnout of registered voters is around 80%)
Scary negative ads are one thing, but one of the most powerful GOTV forces is social pressure. Republicans used this well under Karl Rove, working to make social groups like churches create peer pressure to vote. But let's look at the sort of data sites like Facebook have or could have access to:
- They can calculate a reasonably accurate estimate of your political leaning with modern AI tools and access to your status updates (where people talk politics) and your friend network, along with the usual geographic and demographic data
- They can measure the strength of your political convictions through your updates
- They can bring in the voter registration databases (which are public in most states, with political use allowed on the data. Commercial use is forbidden in a portion of states but this would not be commercial.)
- In many cases, the voter registration data also reveals if you voted in prior elections
- Your status updates and geographical check-ins and postings will reveal voting activity. Some sites (like Google) that have mobile apps with location sensing can detect visits to polling places. Of course, for the social site to aggregate and use this data for its own purposes would be a gross violation of many important privacy principles. But social networks don't actually do (too many) things; instead they provide tools for their users to do things. As such, while Facebook should not attempt to detect and use political data about its users, it could give tools to its users that let them select subsets of their friends, based only on information that those friends overtly shared. On Facebook, you can enter the query, "My friends who like Donald Trump" and it will show you that list. They could also let you ask "My Friends who match me politically" if they wanted to provide that capability.
Now imagine more complex queries aimed specifically at GOTV, such as: "My friends who match me politically but are not scored as likely to vote" or "My friends who match me politically and are not registered to vote." Possibly adding "Sorted by the closeness of our connection" which is something they already score.