Why Social Media Failed In Its Campaign Against Nancy Binay

There were countless memes, sarcastic and vicious jokes that made fun of Nancy Binay's alleged incompetence to run in the 2013 senatorial elections. Yet, the ballot machines collected over 12 million votes—and counting, propelling her to the 5th rank in the senatorial race. Social media, for this part of Philippine history, seemed to have lost its earth-moving power.

Why the incredible results? Just after the elections, it dawned on me. Social media users, myself included, focused the preaching to the "converts"—those  already convinced of Nancy Binay's apparent lack of public service experience. We were talking within a circle.

Nancy Binay, personal assistant and mother of four now turned Senator of the Philippines

Many heard it through the grapevine, but not the majority 

Information—both with good intentions and otherwise—did not reach the lion's share of voters, those who had little or no access to the Internet. These are the people in underprivileged communities, Filipinos who can be easily bespectacled and influenced by flashy TV commercials. These are the people who endlessly hope for someone who can relate to them and change their lives for the better. Nancy Binay had that relating power.

Questions to her credibility and puns went wildfire on Twitter, Facebook and other websites—from being plain fun, simply sarcastic, to creatively scornful. It went unstoppable. Yet, the laughs, likes, clicks, and shares remained online, scarcely trickling down to the knowledge of those who believed otherwise. 

For every 500 shares of a Nancy Binay meme, Nancy Binay is working round the clock—on the field reaching thousands of voters whom she will shake hands with and talk to on stage or during caravans.

My conservative assumption: 1 Facebook share versus 5 voter interaction (boosted by the Binay-name magic) = Nancy Binay wins.

Negative reports watered down by consistent ad campaigns

National TV reported all that was happening on social media, yet all the reports were watered down by her larger-than-life advertisements, cohesively planned out and immensely funded.

Social Weather Stations surveys influenced most voters too, as it consistently showed Nancy Binay leading the polls at ranks 3, 4 and 5. 

What now?

Competency is my sole basis for choosing a candidate, not heredity, surnames, or flash-in-the-pan fame. I was never for Nancy. Yet this time, I will have to concede. 

She won. I get that. From this day on, Nancy Binay will have to endure political pressure while guiding four children who will sadly and inevitably get caught in the chaos. But that I think is not new to the Binay family. Nancy Binay was her parent's personal assistant for 20 years and did not hold any government position that she can use in her new role. In the years that would come, she'll be out of her comfort zone, into political battles that require the fiercest combaters and fighters.

A chance to prove herself

I believe that for her children and for the life of her, Nancy Binay will do all she can to prove herself despite the lack of experience, intense public scrutiny, and great insurmountable expectations from her counterpart and constituents. 

Who knows? Nancy Binay may one day turn her online bashers into believers, her critics to followers, and her default-hand-me-down authority into an enduring legacy. This is my prayer–that she would be one of the best senators we've had yet. Impossible? Maybe, maybe not.

Disparaging jokes or sarcasm won't do anymore. This country doesn't need these to move forward. As a law-abiding member of this society, I recognize the need to submit to authority while being watchful and vigilant. This, after all, is my role as a citizen of this free country.

My message to Senator Nancy Binay

Senator Nancy Binay, since you are already elected by the majority of Filipinos, my support is with you. Be strong, be courageous, and serve the people who put their trust in you, with humility and not arrogance. Because God allowed you to win, I trust that He has a great plan and responsibility for you—to stir change and make it happen. 

As you promised, you will take care of the welfare of mothers and children. Please do so—so that  mothers will no longer shed a tear for their children's aching tummies, and children will no longer cry for missing school and being forced to shelve their dreams. 

God bless all your endeavors!

P.S. We are closely watching you.