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Socialbakers Study: 2012 Social Media Campaign of Mitt Romney

Socialbakers Study: 2012 Social Media Campaign of Mitt Romney



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Published by TargetedVictory
A case study focusing on the Social Media efforts of the Romney for President campaign
A case study focusing on the Social Media efforts of the Romney for President campaign

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Published by: TargetedVictory on Jan 07, 2013
Copyright:Attribution Non-commercial


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2012 Social Media Campaign of Mitt Romney
The 2012 Presidential election confirmed the vital role of social media in politics. During theRepublican primaries, seven of the Republican candidates were battling it out on social media to
raise awareness and support for their respective political campaigns. The battle didn’t end there.
During the general election campaigns, both candidates executed highly strategic social mediastrategies to increased fan growth, engagement rates, share ratio, and more.This case study will focus on the social media strategy and campaign of the Republican candidate,
Mitt Romney. The Former Governor of Massachusetts followed in his father’s footsteps by
maintaining a similar political timeline
becoming governor in 2003 and this year’s Republican
Presidential candidate. After raising millions of dollars, Romney began a successful Presidentialcampaign, complete with an international trip to meet heads of state and giving various localspeeches to gain support for his party. In order for Romney to tackle the difficult task of runningagainst an incumbent, Barack Obama, he strategically implemented a digital and social mediateam within his campaign agency, Romney For President.
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Beginning in January of 2012 Romney had more than 1.4 million Fans and 219,000 Followers.
During the Republican primaries, Romney’s social media efforts were focused on
maintaining support amongst his key supporters and resonating his political positions.On May 29th, Romney garnered the majority of Republican delegates,thus making him the unofficial Republican nominee.Upon becoming the official GOP candidate, there was a sharp increase in campaign funding.Romney For President hired Zac Moffatt as Digital Director and allocated additionalspending towards digital and social media.Once Romney garnered the GOP nomination, he faced the challenge of combating
Obama’s already established social media presence.
 In June, Obama had more than 27 million Fans while Romney had roughly 2.16million.
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 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.

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