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Direct & Integrated Marketing Roundtable

Tuesday, October 30, 2012

Obama vs. Romney 2012 Social Media Barometer Dashboard (Week ending 10/28/2012)


This week Obama has taken back the lead once again in share of voice, however, not all is positive for Mr. Obama.  The highlights of the week for the period ending 10/28/2012 are shown below:
  • Obama took back the lead on share of voice for the week standing at 53.5%
  • Ratio of positive to negative sentiment for the week hit an all time high standing at 80% for Romney.  The ratio for Obama was less at 68%.
  • All website metrics for both candidates were positive for the week, stronger for Obama.
  • Romney's Facebook fans exceeded 11 million this week
  • Both candidates had a record number of tweets for this reporting period.
  • Donald Trump was trending with Obama and Gloria Alfred for Romney.
  • Klout scores remained unchanged for both candidates.



Next week's update will be published the day before the election.  We are very excited to see how things shape up.

If you need assistance in developing or executing social media dashboards for your brand, contact the Marketing Data Scientists at Drake Direct (www.drakedirect.com).

Rhonda and Perry Drake

Monday, October 22, 2012

Obama vs. Romney 2012 Social Media Barometer Dashboard (Week ending 10/21/2012)

This week Romney has taken the lead once again in share of voice, however, not all is positive for Mr. Romney.  The highlights of the week for the period ending 10/21/2012 are shown below:

  • Share of voice for Romney is up and standing at 51.38%
  • Ratio of positive to negative sentiment has strengthened for Obama and weakened for Romney
  • Word clouds are focusing on hot topics such as gay marriage and planned parenthood
  • Romney added more than one million Facebook fans this week.'
  • The re-tweet rate for Romney has fallen since last week.
  • However, Mr. Romney's Klout score has increased.


Next week's update should prove interesting following the Monday night third and final round of debates.  Check back next Monday to see how the debates shaped the social media narrative.

If you need assistance in developing or executing social media dashboards for your brand, contact the Marketing Data Scientists at Drake Direct (www.drakedirect.com).

Rhonda and Perry Drake

Tuesday, October 16, 2012

Obama vs. Romney 2012 Social Media Barometer Dashboard (Week ending 10/14/2012)

This past week the analysis of social media conversations has shown a shift in the sentiments for Romney.  It is not clear what is driving this shift, whether it is the first presidential debate, the vice presidential debate, or a combination but there is definitely more positive sentiment towards Romney as of the past week.
The highlights of the week for the period ending 10/14/2012 are shown below:

  • Share of voice for Obama is up slightly from 49.9% last week to 52.4% this week.
  • Positive sentiment held steady for Romney at 73% positive sentiment to negative, but the positive to negative sentiment for Obama dropped to 51% this week versus 64% last week
  • All of Obama's web metrics declined in the last week.  Romney however saw declines in Traffic Rank and average time on site, but increase in % reach (up 2%) and page views per visitor (up 8%)
  • Word clouds continue to highlight conversations focused on winning, with "Win debate," and "Win election" figuring prominently in the discussion.
  • Both candidates are adding Facebook fans rapidly, and Twitter followers increase as well albeit at a slower rate.
  • Most search trends have focused on the candidates themselves, for the most part other personality mentions in conjunction with the presidential election have ceased, the notable exception being Big Bird in owing to Romney highlighting him at the first debate and subsequent mentions in political advertising.




Monday, October 8, 2012

Obama vs. Romney 2012 Social Media Barometer Dashboard (for week ending 10/07/2012)

The latest update of the Obama/Romney Social Media Dashboard is ready for viewing. Highlights through October 7, include the following observations:

  • Share of voice was equally split for the two candidates at 50% each.  A shift from last week when Obama had the lead.
  • In general, mentions of both candidates is at record levels and is up 123%.
  • Romney's ratio of positive to negative sentiment for the week was observed to be 14% higher then Obama's 
  • At the end of the reporting period, traffic spiked to both candidates websites due to the debate.
  • Additionally, both candidates had a significant increase in Facebook fans and engagement this week due to the debates.  However, Romney was observed to have record engagement at close to 33% of  his fan base. 
  • This week Romney's use of Twitter increased three fold.
  • As prior weeks, Romney leads in retweets per tweet but still trails behind Obama in usage.
  • Trending terms revolved around who won the debate.


Next week should be very exciting with the first Vice-Presidential debate of the election season occurring on Thursday.  Check back next Monday to see how the debates shaped the social media narrative.

If you need assistance in developing or executing social media dashboards for your brand, contact the Marketing Data Scientists at Drake Direct   ( www.drakedirect.com).

Rhonda and Perry Drake

Monday, October 1, 2012

Obama vs. Romney 2012 Social Media Barometer Dashboard (for week ending 9/30/2012)

The latest update of the Obama/Romney Social Media Dashboard is ready for viewing.  Highlights through September 30, include the following observations:

  • Obama has regained a slight lead in share of voice (last week the share of voice was virtually even).  This week Obama social mentions represented about 58% of all mentions between the two candidates.
  • Obama's positive sentiment fell to 40% of negative (down from last week where positives were 53% of negatives) and Romney's positive sentiment improved slightly to 50% (last week positives were 48% of negatives.
  • At the end of the reporting period, traffic spiked to Romney's website, and the reason is not immediately apparent, but the increased traffic improved both Romney's Site Rank, and his Reach.  Consequently, the increase in traffic to the Romney website has impacted engagement metrics both average pageviews and average time on site were lower this week by about 25%.
  • Romney continues to have higher engagement among Facebook fans, although engagement as of week ending September 30, was at 22% down from nearly 30% last week.  Romney continues to build his fan base on Facebook steadily adding 6.5% new fans in the past week.  His fan base is still less than one third of Obama's (29.0 million for Obama vs 7.7 million for Romney) but if Romney keeps this pace he should exceed 8 million fans by next week.
  • The two candidates make vastly different use of Twitter.  In the past week, Obama issued 162 tweets versus Romney's 13.  This level of communication is fairly constant in comparison to the prior week.  Retweets (last five tweets retweeted) as a percent of followers however has fallen a bit for Romney.  This week's retweet rate is only 57% of last weeks number.  Romney still has much higher engagement in Twitter than Obama, which is a consequence of the smaller, more engaged fan base.


Next week should be very exciting with the first Presidential debate of the election season occurring on Wednesday.  Check back next Monday to see how the debates shaped the social media narrative.

If you need assistance in developing or executing social media dashboards for your brand, contact the Marketing Data Scientists at Drake Direct   ( www.drakedirect.com).

Rhonda and Perry Drake