Social Media Participation Trumps Money
Often a candidate’s success prior to an election is measured by money raised. However, the 2010 election may change that point of view. Social media participation in a campaign was just as significant or even more significant a predictor of a candidate’s success than money spent, according to an analysis by the Facebook political team.
Of the 118 races that we watched in the Senate and the House, 77 winners had more "likes" than their opponent. However, in 42 of the races, the winner had more Facebook "likes" but raised less money.
Some additional in-depth analysis of Facebook fan data found:
· Of the 70 Senate and House races where the incumbents were ousted, challengers had a 30% advantage in the number of "likes."
· Candidates with twice as many "likes" as their opponent translated to at least a 3.9% lead on Election Day.
· On average, Republicans had 26% more "likes" than Democrat rivals.
· There was no correlation between the partisanship of the district and partisanship of "likes." Candidates were able to overcome their district's partisan handicap in growing social media presence.
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