Tuesday, July 29, 2014         

 Print   Email   Comment | View 2 Comments   Most Popular   Save   Post   Retweet

Report: Obama's campaign more wired than Romney's

By Josh Lederman

Associated Press


WASHINGTON >> Four years ago, then-Sen. Barack Obama got a head start on Arizona Sen. John McCain when it came to reaching voters online, on their mobile phones and on social media. Young voters, the group most likely to tune in digitally to the presidential campaign, broke overwhelmingly for Obama, giving him the biggest margin of victory among that age group ever recorded.

This year, Obama again holds an advantage over his Republican opponent on the digital front, says a report released Wednesday by the Pew Research Center. The group's Project for Excellent in Journalism analyzed both campaigns' efforts between June 4-17 and found Obama far outpacing Mitt Romney.

Obama's team posted almost four times as much content during the period, the report said, and maintained an active presence on almost twice as many platforms. On Twitter, Romney's campaign tweeted about once a day, while Obama's campaign averaged 29 daily tweets. Obama also posted about twice as many YouTube videos and blog entries.

Not content to stick just with Twitter and Facebook, Obama's campaign kept public accounts on Flickr, Google+, Instagram and other social media platforms — nine in all. Romney was active on just five, although his campaign more recently added two more.

"I don't believe that posting more is better," Zac Moffatt, Romney's digital director, said in an interview. "Where I really look at it from an engagement standpoint is a site like Facebook where people are really having a back-and-forth."

Moffatt pointed out that while Obama has more than six times as many "likes" on Facebook — almost 28 million in total — Romney has more Facebook users who are "talking about this" — a metric that measures how many people are actively interacting with his posts, such as by sharing or commenting on them.

Romney's campaign also noted that it uses a separate Twitter handle for rapid response to campaign happenings than for direct communication from the candidate.

"We treat Mitt Romney's Twitter handle as Mitt Romney," said Moffatt. "He's a part of it."

Obama's campaign has also used digital media much more aggressively to target specific voter groups such as seniors, teachers, nurses and parents. Obama's campaign had dedicated web pages oriented toward those groups and others, while Romney did not. But Romney had custom sites for Catholics, lawyers and Polish-Americans, groups that didn't have their own pages on Obama's site.

Both candidates emphasized economic issues above all else, even though posts about the economy don't seem to grab the attention of online users. Messages about issues like immigration and health care were much more likely to get shares or re-tweeted than those about the economy, the report found.

Foreign policy was almost completely absent from both candidates' digital campaigns.

Which YouTube video has gotten the most attention of the campaign? First lady Michelle Obama's Father's Day message to her husband, which was viewed more than 210,000 times.

 Print   Email   Comment | View 2 Comments   Most Popular   Save   Post   Retweet

You must be subscribed to participate in discussions
By participating in online discussions you acknowledge that you have agreed to the TERMS OF SERVICE. An insightful discussion of ideas and viewpoints is encouraged, but comments must be civil and in good taste, with no personal attacks. Because only subscribers are allowed to comment, we have your personal information and are able to contact you. If your comments are inappropriate, you may receive a warning, and if you persist with such comments you may be banned from posting. To report comments that you believe do not follow our guidelines, email commentfeedback@staradvertiser.com.
Leave a comment

Please login to leave a comment.
kainalu wrote:
The stated agenda of the Republicans has been "to make President Obama fail by any means necessary" - quoting Senate minority-whip Mitch McConnell directly. Nevermind the business "of the people, by the people, and for the people". Its beyond disturbing that some don't recognize that, even more disturbing that many don't care.
on August 15,2012 | 08:59AM
McB0B wrote:
What about the 893,853 times this video about the campaign has been viewed? It's also hysterical. http://www.youtube.com/watch?v=yJnAp3YxCCw&feature=share
on August 15,2012 | 12:01PM
Breaking News
Political Radar
`Values,’ too

Political Radar

Wassup Wit Dat!
Bettah Not Lose It

Political Radar
`My side’

Political Radar
‘He reminds me of me’

Bionic Reporter
Needing a new knee

Warrior Beat
Monday musings