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THE CHALLENGES: GENERAL ELECTION
As previously mentioned, the largest challenge the Romney campaign faced was combating
Obama’s established social media community. Due to the fact th
at Obama was able to reach a
much larger audience on social media, Romney’s digital team wanted to ensure high levels of
engagement were maintained while simultaneously generating Fan growth.
A second challenge Romney’s team faced on Facebook was that
the majority of Facebook usersvisit the platform primarily to connect with friends or family. Additionally, Facebook users spend an
average of 20 minutes on the site each day, which creates a “deadline” aspect to social media
campaigning. Therefore, from the beginning of the campaign, it was essential to determine how to
get Fans to interact with Romney’s content.
Additionally, once Romney secured the GOP nomination, his digital campaign team recruited 120new members and the digital media budget increased exponentially - all of which happened in amatter of a few weeks. This signified that an ad hoc team was formed and needed to quickly ramp
up Romney’s social and digital campaigns.