Romney Vetted Tweets 22 Times: Social Media Tales From 2012
A new paper offers some insights into the digital side of the 2012 presidential race — including how restrictive Romney's social media structure was.By Matt Picht | December 5, 2014
How many GOP campaign staffers does Mitt Romney need to send a tweet? That's the political joke of the day Friday after a newly published paper highlighted the digital disparities between the 2012 presidential election campaigns.
The punchline, by the way, is 22. That's according to a former digital executive on the Romney campaign, who is quoted in the paper saying every social media post "had to be sent around to everyone for approval. Towards the end of the campaign that was 22 individuals who had to approve it." Another director joked the campaign sent "the best tweets ever written by 17 people."
This all comes from a study by University of North Carolina journalism professor Daniel Kreiss, which examines how both presidential campaigns, Obama's and Romney's, used social media to promote their message.