Barack Obama sets a new record for political moments on Twitter
It was always going to be big and it was. President Barack Obama’s acceptance speech last night at the #DNC2012 set a new record for political moments on Twitter, with 52,756 Tweets per minute, as he pressed his message of taking America forward.
Earlier this week at the Democratic National Convention Michelle Obama beat Mitt Romney as she gave her speech. The First Lady hit 28,003 Tweets per minute and the President almost doubled that. He left the peak of 14,289 TPM that Romney hit in the shade.
The Democrats, neck and neck in the polls with the Republicans, have shown they can dominate the conversation on Twitter and now, with the two conventions behind us, the online battle is about to step up a gear.
In all more than 9.5 million Tweets were sent about the events at the #DNC2012 in Charlotte, North Carolina, more than doubling the total number of Tweets from the entire Republican National Convention.
The interest that Obama’s speech generated is reflected in the fact that 4 million Tweets were sent during the President’s acceptance speech alone. Even Vice President Joe Biden’s (@JoeBiden) speech managed to beat Romney on Twitter and peaked at 17,932 TPM.
Twitter has broken down @barackobama‘a speech with his top five peaks in terms of Tweets per minute — they were all higher than any other moment for a speaker in either convention:
1. 43,646: “I’m no longer just the candidate, I’m the President”
2. 39,002: “I will never turn medicare into a voucher”
3. 38,597: Discussing Medicare
4. 37,694: “We don’t think government can solve all our problems…”
5. 34,572: Quips about the Olympics and “Cold War mind warp”
With the Democratic and Republican conventions now wrapped up, and the candidates for the American presidential election decided, the online battle is will step up a gear.
We’ve looked at the apps built by the campaigns, but the main tool in the Romney team’s armory is buying Promoted Trends. The move made the Mitt Romney team the first to do so as they used it on the last night of the Republican National Convention where millions of Tweets were sent.
The Democrats have followed that up in the run up to Barack Obama’s speech and bought a Promoted Trend of their own.
So far they have purchased #BelieveInAmerica and #RomneyRyan2012, while the Republican National Committee bough #AreYouBetterOff, and a supportive super PAC bought #FailingAgenda. According to AdAge:
“Zac Moffatt, digital director for the Romney campaign, said that Thursday’s promoted trends generated 47 million impressions on Twitter, but that engagement by users who clicked on the hashtag or tweeted it out was the more significant metric.”
The Obama campaign are also buying buying Promoted Trends, which sell at between $100,000 and $120,000, as hinted at by Peter Greenberger, Twitter’s Washington ad sales lead, who said last week that political marketers were likely to run the social ads during the Democratic National Convention.
Twitter’s government chief Adam Sharp said that the Obama has bought a Promoted Trend #forward2012 with a Promoted Tweet backing it up. He said that both campaigns were seeing engagement rates in the double digits with 1 in 10 Twitter users clicking through on these trends and engaging with the topics.
The hashtag haven’t all been used how the Romney team would like though, with many using the hashtags in messages that criticise Romney. This though seems to be something the campaign is taking into it’s stride. Moffatt says:
“It’s a challenge on social media that you have to be prepared for not getting 100% feedback, because people are having conversations,” he said.
Top RNC digital consultant Tim Schigel agrees:
“The news cycle moves so fast that whether something worked well or didn’t work well, the world will be on to something new next week. This is much less true in the world of brand marketing.”
Romney is now gaining traction online, and has cleared the million followers mark on his @MittRomney twitter account. Interestingly, this is advertising another hastag – #mitt2012. The team needs to make sure that they are building conversations around one or two key hashtags for them to be really effective.
Additionally, Romney’s account still doesn’t say he is the Republican candidate for President!
President Obama is now up to 19 million followers. His Twitter page also advertises all the Twitter accounts associated with the campaign (there are six in total.) The President is also starting to use his personal Foursquare account on the campaign trail, including check in to the Convention.