The Obama campaign seems to have understood the power of social networking over traditional media. They are tweeting away over the network at almost four times the rate of the Romney campaign.
According to a new study by the Pew Research Center’s Project for Excellence in Journalism, Barack Obama's team seem to be well ahead in their use of digital technology to communicate with the voting public.
The report analysed the content and volume of candidate communications on their websites and social media channels from June 4-17, 2012. The results show that the Obama campaign uses Twitter many more times than the Romney campaign.
The Romney campaign averaged 1 tweet per day while the Obama campaign averaged around 30 tweets. Obama has about two times as many blog posts on his campaign website than Romney and more than twice as many YouTube videos.
PEJ Pew Research Center
However, although it seems that both campaigns understand the value of promoting themselves using social media, the other benefit offered by 'social' media - engaging with the public - doesn't seem to be their thing. The report states that "neither campaign made much use of the social aspect of social media. Rarely did either candidate reply to, comment on, or “retweet” something from a citizen - or anyone else outside the campaign."
In a press release PEJ Deputy Director Amy Mitchell said early this morning:
As the conventions drew closer, Romney’s campaign took steps to close the technology gap, and may well take more with the addition of Paul Ryan to the ticket, but there is a long
way to go before the Romney team matches the level of activity of the Obama campaign.
PEJ Director Tom Rosenstiel continued with:
While more digital activity does not necessarily translate into more votes, historically candidates who are first to exploit changing technology have an advantage. From Roosevelt to
Reagan, presidential candidates have used the way they communicate to suggest that they understand how the country is changing.
Click here for the full report How the Presidential Candidates Use the Web and Social Media Obama Leads but Neither Candidate Engages in Much Dialogue with Voters.