December 16, 2014
by Jeremy Loudenback
In the 2008 presidential campaign, the much more prominent use of social media by Barack Obama’s campaign served to highlight his relevance and forward-looking perspective.
But by 2012, the social-media gap had narrowed sharply, with Twitter and other social media becoming a contentious political battlefield for candidates from both parties.
However, a new paper argues that the Obama campaign’s continued social-media savviness and organization spelled an important advantage for him in the 2012 election.
In “Seizing the moment: The presidential campaigns’ use of Twitter during the 2012 electoral cycle,” Duke professor Daniel Kreiss examined how both the Obama and Mitt Romney campaigns used Twitter to influence journalists, appeal to key supporters, and shape strategic communications.