Social Media Analysis of the 2012 US Presidential Election

Four years ago, when Facebook was one-tenth its size today and before everyone had a smartphone, Barack Obama’s marketing team pioneered the use of social media in presidential campaigns. As Internet usage has rapidly increased since then, it was inevitable that social media was going to play a part in both the campaigns of Obama and Romney. And it did.

The 2012 US Presidental election obliterated a myriad of global social media records. The simple image of Michelle and Barack Obama sharing a hug with the caption “Four more years” became the most ‘re-tweeted’ and ‘liked’ post in history, garnering more than 800.000 retweets and 4million Facebook ‘likes’.

Here are some facts and figures that illustrate the scale and contrasts of both Obama and Romney’s social media strategies.



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