Obama dominates social media

Public Opinion // Politics 19.12.2012

Stephen DiMarco

Chief Marketing Officer, Compete, a Kantar Me…

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Looking back at Barack Obama's dominance of social media in 2012

By now you'll have heard that Barack Obama's short but sweet victory tweet "Four more years" is the most re-tweeted in history. At the time of writing it had been re-tweeted 550,000 times and attracted 2.5 million "likes" on Facebook.

Figures from Kantar Media Compete confirm Barack Obama's dominance of social media during the US election. At the start of November, challenger Mitt Romney had 918,000 followers and just over 5.1 million fans, whereas Obama had more than around 19 million followers on Twitter and almost 27 million Facebook fans.

During the election, Kantar Media Compete confirmed that "online visibility by unique viewers" favoured Obama over Romney. Obama's online constituency skewed slightly younger (10% versus 9% among 18-to-25-year-olds and 15.4% versus 14.3% among the 25-to-30 age group). As well as motivating younger voters via digital media, Obama succeeded in getting other key groups on his side: minorities, women (who were appalled by Romney's prehistoric stance on their rights) and the Hispanic community.

Read How Big Data Called the US Election or visit the Kantar Media Compete website for more social media trends and insights.

Source : Kantar Media

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