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Obama vs. Romney: A Social Media Showdown By The Numbers

 

 

 

 

 

 

 

2008 was a watershed year for social media in politics. Four years later, Facebook and Twitter have become essential tools for activating young people, mobilizing grassroots volunteers, building a wide fundraising base, connecting with voters and rallying supporters. Track Social’s real time data-tracking has been following the ups and downs of the 2012 campaign on social media in an effort to project winners for three Track Social Pillars- Audience, Engagement and Buzz. Here’s what the data reveals about how well Mitt Romney and Barack Obama are using Facebook and Twitter to connect with voters.

Audience – Winner Barack Obama

Audience is a measurement of the number of Fans/Followers of a candidate or brand.

When it comes to overall footprint, Barack Obama maintains a healthy lead over Mitt Romney. With a combined Facebook and Twitter audience of nearly 50 million to Romney’s 8.5 million, the President dominates.

Engagement – Winner Mitt Romney

Engagement measures the depth of conversation between a brand and Fans/Followers through metrics including Likes and Comments on posts.

Though the Obama campaign is far ahead in shear audience numbers, when it comes to generating Engagement, Romney’s campaign has consistently outpaced his opponent. Over the last month, Facebook users have posted about 18,820 Comments and 398,458 Likes on the Republican Nominee’s Facebook posts per day, compared to 15,692 Comments and 294,927 Likes on the President’s posts.

To add some contextual color on the strength of both campaigns, the campaigns are each far ahead of the global averages of 31.2 Comments and 541 Likes per day. Both candidates have been accruing as many as 40,000 Comments and 1 million+ Likes per day in response to campaign-initiated posts.

Buzz – Too Close to Call

Buzz is the measurement of the amount of conversation across social media about a candidate or brand.

When it comes to Buzz on Facebook, the candidates are neck-and-neck, regularly swapping the lead on key metrics. If we isolate Twitter Buzz, the Romney campaign is ahead slightly for mentions and Twitter lists. Obama pulls ahead for ReTweets.

The much discussed convention bump doesn’t just apply to favorability ratings – it also meant a boost in Twitter Buzz. Buzz about the President skyrocketed over the course of the three-day convention peaking September 6th more than 400% above pre-convention numbers. Romney’s RNC bump wasn’t far behind peaking during the convention at 385% above the month prior.

Final Predictions – Leaning Obama, But Still Too Close to Call

The President has always been a social media trendsetter, racking up huge Audience over the last four years. However, the surprise of this political season is Governor Romney’s impressive performance driving Engagement. With Buzz still a horse race, the overall winner for social media can’t be called until the final numbers are in November 6th. In a tight election, quality may well out weigh quantity and Romney’s Engagement edge could push him over the top in key battleground states like Ohio and Florida. However, no matter how avid Romney supporters are, they may simply be drowned out the massive megaphone the Obama campaign has built through an audience 50 million strong. Be sure to follow the election ups and downs by registering at Track Social.

To learn more about Track Social’s Social Media Pillars as well as 10 Keys to Optimizing Facebook Engagement, download the latest whitepaper here.

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How Social Media Can Get You Laid on Valentine’s Day

February 14th: the most unavoidable day of the year. So why not just embrace it? Single or attached, guy or gal, gay or straight, everyone can use a little extra help getting laid this Valentine’s Day.  That’s where social media comes in. Brands of all sorts are taking advantage of this Hallmark holiday to market themselves to social users and luckily, Track Social has been keeping track of all Valentine-related Facebook Tabs.  Here’s a select few which can help shape how you spend the evening of February 14th:

*Wine Me, Dine Me…* 

A night out and a good meal is the obvious ticket. Bonefish Grill’s “The Good the Bad and the Ugly” asks users to confess their best (or worst) memorable date stories for the chance to win a $25 gift certificate. For those who have either been swept off their feet, or have experienced a forgettable date (to put nicely), it’s time to cash in.

Meanwhile, over at White Castle, (because nothing says romance like a fast food hamburger chain), they’re turning this joint into a sit-down restaurant and offering reservations throughout the week with its “Valentine’s Day Reservations” Tab. With each reservation comes with it a free dessert, how easy and sexy! And on top of free dessert, White Castle is also allowing Facebook Fans to submit their best “lovey-dovey photo” for a chance to win matching t-shirts (yay!) and a special Valentine’s Day Dinner Kit. For a rare few, burgers, free dessert, and matching t-shirts are just what’s needed to get hot and steamy in bed.

*Retail Romance Valentines* 

Tommy Hilfiger’s got a lovely Facebook Tab called “Share the Love” – an inventive way for users to make and send customized valentines through Facebook. The tab allows you to “create” your valentine in three different ways: by “knitting”, with scrabble letters, or with neon lights. “Awwws” are certainly in order.  Thank you Tommy Hilfiger for realizing that it’s the little things that count.  Tabs like this offer a new twist on an old idea and is definitely fun to play with.  Plus, after receiving such a cute and personalized valentine, how could anyone resist?

*Show Them You’re a Good Person* 

If the fastest way to your special someone’s – um – heart, is by appealing to his or her humanitarian instincts, check out Macy’s “Follow Your Heart” Facebook Tab. “Liking” Macy’s allows you to create and send a Facebook Valentine to your special someone – and for each Valentine sent, Macy’s will donate $2 (up to $250,000) to the American Heart Association’s Go Red For Women movement. Two birds. One stone.

*Back to My Place? Watch A Movie?* 

Everyone knows the foreplay starts on the couch while “watching a movie.” Which movie? Doesn’t matter. So why not use your free rental from Redbox? Their “Valentines” Tab lets you send a free rental to someone. Behold! A virtual Valentine that someone might find worthwhile to receive!

*Sexy Escape*

This last one is pretty much a shoo-in.  Aside from restaurants, retailers, and movie rental companies, the hospitality industry is another one looking to cash in on this Hallmark holiday.  For example, Hotel Monteleon in New Orleans is generously helping one lucky couple get laid with its “Valentine Getaway” Tab. The process to win the romantic package getaway couldn’t be easier: after “Liking” the Facebook page, just submit some basic info. The prized package? A sweet suite at Hotel Monteleon on Valentine’s Day.  But that’s not it – this getaway also includes champagne, chocolates, drinks, room service dinner, breakfast, and a restaurant gift certificate for future use. Man. Talk about the perfect recipe for romance. If that doesn’t help get you laid, nothing will.

So remember, this Valentine’s Day social media’s here to play to wingman. But if you do manage to seal the deal, a word to the wise – best not to tweet about it.

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