Tweets, hashtags and virality: Marketing the Affordable Care Act in social media
To help offset the costs brought on by insuring previously uninsurable consumers, the Affordable Care Act (ACA) needed adequate enrolments of millennials. To engage with this tech-savvy cohort, the Obama administration had to think outside traditional media and build a robust presence in social media. The present article provides a historical account of how the ACA was promoted to millennials using social media. In turn, it provides an example of how social media platforms, including Twitter, Facebook and YouTube, and strategies, including hashtag and virality campaigns, can be used to promote public policy adoption.