A new Pew Research study finds that President Obama holds a distinct advantage over Mitt Romney in the way his campaign is using digital technology to communicate directly with voters. The Obama campaign is posting almost four times as much content and is active on nearly twice as many platforms.
In addition, Obama’s digital strategy targets specific voter groups to a greater degree than Romney’s.
Said researcher Tom Rosenstiel: “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.”