4.2: Case study, John Fetterman's successful use of social media in a U.S. Senate campaign

Figure \(\PageIndex{1}\): John Fetterman, U.S. Senate official portrait

Case Study: John Fetterman's Successful Use of Social Media in his U.S. Senate Campaign

(This case study analysis is based on information from this article.)

Overview: John Fetterman

John Fetterman, a Democratic politician known for his progressive policies and unconventional style, served as the Lieutenant Governor of Pennsylvania before launching his U.S. Senate campaign in 2022. With a towering figure, tattoos, and a working-class image, Fetterman stood out in contrast to traditional politicians. He positioned himself as a champion for blue-collar workers, focusing on issues like health care, legalizing marijuana, and economic fairness. His authenticity and ability to connect with everyday Americans played a crucial role in his appeal, particularly on social media.

 

Background: The Stakes of the Campaign

The 2022 Pennsylvania U.S. Senate race was one of the most closely watched and highly consequential elections in the country. The seat was open due to the retirement of Republican Senator Pat Toomey, and both Democrats and Republicans saw it as pivotal to control of the Senate. John Fetterman faced off against Mehmet Oz, a television personality and celebrity doctor endorsed by former President Donald Trump. Fetterman represented the Democratic Party, while Oz was the Republican candidate.

The race became a high-stakes contest, not just for Pennsylvania but for the balance of power in the U.S. Senate. Fetterman’s campaign faced significant challenges, including his recovery from a stroke just before the Democratic primary, which raised concerns about his health. Meanwhile, Oz’s celebrity status gave him a national platform, but it also opened him to critiques about his authenticity and residency in Pennsylvania. This set the stage for a contentious campaign in which social media would play a central role in shaping public perception.

 

Campaign Objectives

The primary goals of John Fetterman’s campaign were:

1. Win the U.S. Senate seat for Pennsylvania by appealing to a broad coalition of voters, including working-class Americans, suburban voters, and young progressives.

2. Define Mehmet Oz as an out-of-touch celebrity disconnected from the needs of Pennsylvania residents, capitalizing on the narrative that Oz was not a true Pennsylvanian but a wealthy outsider.

3. Leverage social media to amplify Fetterman’s authentic image and counter negative press coverage, particularly related to his health.

4. Mobilize younger voters and progressives, many of whom are digital natives and rely heavily on social media for news and political engagement.

 

Social Media Strategy

John Fetterman’s social media strategy was one of the most distinctive aspects of his campaign, particularly his use of humor, meme culture, and viral content to engage with voters and define the narrative around the race.

1. Leveraging Humor and Memes: Fetterman’s team adopted a playful and often irreverent tone on social media, using humor to criticize Mehmet Oz. For instance, they mocked Oz’s well-documented wealth and celebrity status, referring to him as “Doc Hollywood” and questioning his connection to Pennsylvania. Memes highlighting Oz’s perceived elitism were shared widely, helping the Fetterman campaign control the narrative.

2. Platform-Specific Tactics: Fetterman’s campaign was particularly active on Twitter (now X), Instagram, and TikTok. On X, they used real-time commentary to call out Oz’s missteps, such as a viral video in which Oz appeared out of touch with grocery shopping norms, referring to "crudités" rather than using a more common term like “veggie tray.” On TikTok, the campaign engaged younger voters with content that felt organic and entertaining, using current trends and challenges to increase engagement.

3. Grassroots Authenticity: Fetterman’s social media presence was crafted to reflect his image as a relatable, down-to-earth politician. His team posted photos of Fetterman in casual settings, often wearing his signature hoodie, contrasting sharply with the polished image Oz projected. The campaign also shared personal stories about Fetterman’s stroke recovery, using social media to humanize him and address concerns about his health head-on.

4. Engaging With Viral Moments: Fetterman’s campaign was quick to capitalize on viral moments and internet culture. One particularly successful moment was when they used Snooki, a celebrity from the reality TV show *Jersey Shore*, to create a video poking fun at Oz’s ties to New Jersey. The lighthearted jab resonated widely, especially with younger voters familiar with both Snooki and meme culture.

5. Crowdsourced Campaigning: Fetterman’s team also leaned into user-generated content. Supporters were encouraged to create and share their own memes and videos, which the campaign often reposted. This approach fostered a sense of community and ownership over the campaign's messaging, making the campaign feel more participatory and grassroots.

 

Results and Impact

Fetterman’s social media campaign was widely regarded as a success, contributing significantly to his election victory. The following key outcomes illustrate the impact:

1. Voter Engagement: Fetterman’s social media efforts successfully energized younger voters and progressives, two critical demographics for his campaign. His approachable style, meme-driven content, and humorous attacks on Oz went viral multiple times, keeping his campaign top-of-mind in the weeks leading up to the election.

2. Defining Mehmet Oz: Fetterman’s social media campaign was instrumental in framing Mehmet Oz as an outsider, out-of-touch with Pennsylvania voters. The relentless focus on Oz’s wealth, residency issues, and celebrity status hurt Oz’s credibility with key voter groups. The campaign’s ability to generate viral content around Oz’s missteps—like the crudités video—helped solidify this narrative.

3. Positive National Media Coverage: The social media campaign generated significant national media coverage, with major news outlets picking up on Fetterman’s viral moments and memes. This coverage amplified his message beyond social media platforms and helped reach voters who might not have been following the campaign online.

4. Electoral Victory: Despite concerns about his health following a stroke, Fetterman won the U.S. Senate race with a decisive margin. His social media strategy, particularly his ability to humanize himself while attacking Oz’s weaknesses, was seen as a key factor in overcoming the challenges he faced during the campaign.

 

Conclusion

John Fetterman’s use of social media in his U.S. Senate campaign against Mehmet Oz provides a powerful case study on how modern campaigns can effectively leverage digital platforms to engage voters, define opponents, and shape public perception. Fetterman’s campaign excelled in using humor, authenticity, and viral moments to overcome significant challenges, including his health concerns and his opponent’s celebrity status. By tapping into internet culture and connecting with voters in a relatable way, Fetterman’s campaign demonstrated the growing importance of social media in political campaigns and its potential to influence electoral outcomes. This case highlights the critical role of a well-executed social media strategy in modern political campaigns, especially for candidates seeking to connect with younger and digitally-savvy voters.

Discussion 4.2

1. How did John Fetterman’s social media strategy help him shape the narrative of his campaign, particularly against a high-profile opponent like Mehmet Oz? What specific techniques were most effective in this effort?

2. Fetterman’s campaign used humor, memes, and viral content to engage voters. What are the advantages and potential risks of using such an approach in political public relations? How does this strategy compare to more traditional forms of campaigning?

3. In what ways did Fetterman’s social media presence reflect his personal brand and campaign goals? How important is authenticity in social media-driven public relations, and how can it impact public perception in a political campaign?

4. Fetterman’s campaign leveraged user-generated content and crowdsourced campaigning. How does involving supporters in creating and sharing content enhance a campaign’s reach and effectiveness? What challenges might arise from relying on user-generated content?