Updated Social Media Research Looks at Incumbents, Challengers in State Races
For Immediate Release
Contact:
Ken Eudy
919 882 1962
Raleigh communications agency Capstrat has just released a new analysis of social media use by all legislative candidates in state races. The study expands on earlier research on legislators’ use of social media.
Capstrat’s analysis shows that social media is emerging as a useful tool in modern legislative campaigns. Yet while the majority of sitting legislators and challengers have some measure of online presence, most have not yet tapped the full potential of the medium.
Since research conducted in September focusing on members of the NC General Assembly, more legislators running for re-election have added Facebook and Twitter accounts, as well as grown followings with new friends, fans and group members. Overall, Republicans still lead Democrats in terms of percent of party candidates with active Facebook and Twitter accounts.
“Republican legislative candidates in our state are making their presence known online through Facebook and Twitter,” said Ken Eudy CEO at Capstrat. “But a big difference is seen between incumbents and challengers in general. Especially on Twitter, new legislative candidates are seizing on a free medium for directly connecting with voters. They are online in higher percentages and more active.”
“Twitter and Facebook are cost-effective ways to expand your base,” said Eudy. “That’s a missed opportunity for legislators who have yet to embrace social media. Both tools enable elected officials to speak to a larger audience, and to spark and guide conversations.”
Although the number of legislative candidates with Facebook and Twitter accounts continues to grow, that doesn’t necessarily translate into effective use.
“Simply having a Twitter or Facebook account doesn’t mean you are using social media to its full potential,” Eudy said. “Followers want fresh content, ideas and insights, and even ‘re-tweets’ of other postings can suffice. Without that, people lose interest and stop following. Both Twitter and Facebook take effort and engagement to make a difference.”
Some legislative challengers have demonstrated their engagement on social media by collecting large number of followers on Twitter and fans, friends and members on Facebook. In the Senate for example, Republican candidate Ralph Hise Jr (R – Mitchell) has taken the lead in number of Facebook friends (7,417). The top incumbent Senator is still Senator Andrew Brock (R-Davie), followed by Senator Don Davis (D- Greene). On Twitter, Senator Phil Berger (R- Rockingham) has the most followers (995).
Among House members, incumbent Representative Tim Moore (R-Cleveland) holds the overall lead in Facebook followers with 7,651 and Representative Rick Glazier (D-Cumberland) leads among democrats. The overall Twitter leader is House Republican candidate Glen Bradley (R-Franklin) with 1,673 followers. More detailed information is available in Capstrat’s research summary.
“Capstrat will continue to focus on the role social media plays in politics and elections in North Carolina,” said Eudy. “Many of the races on November 2nd could come down to a few hundred votes, or less, and candidates’ efforts to directly connect with voters could make a real difference.”
* Capstrat compiled data on candidates October 11-15, 2010. We acknowledge that given the fluid nature of social media, numbers change on a daily basis.
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About Capstrat
Capstrat, a communications agency based in Raleigh, N.C., solves the complex issues that health care, technology, energy/infrastructure and financial organizations face at critical moments. We blend marketing communications, interactive communications, public relations and public affairs to tell stories with power and persuasion.
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