Scott Brown used Social Media tools, esp. Google, for his coup
GOP underdog used You Tube, Google, Twitter , and Facebook for his stunning win
Scott Brown has said that he merely tapped into growing aggravation among MA voters to win, 52 percent to 47 percent, over Democrat incumbent Martha Coakley.
Brown's victory has a wide-ranging impact for national politics, eliminating the filibuster-proof majority of the Democrats in the Senate and severely crippliing President Obama's health-care reform plan.
Wall Street JournalA study conducted by the Emerging Media Research Council out today found that Brown had a more effective strategy of using social networking tools including Facebook, Twitter, and YouTube to promote his campaign and connect with supporters.
In addition, it also breathed new life into the GOP in the run-up to this year's midterm elections; some say it has re-energized the Tea Party agenda.
Even more important: Scott Brown - similar to then Senator Barack Obama in 2008 - used social networking tools to help his campaign against Democrat incumbant Coakley, gaining a crucial Senate seat in the blue state of Massachusetts.
Not only did Brown use the typical route of Twitter and Facebook, but it is said that the campaign’s groundbreaking use of Google to drive volunteers and voters made an enormous difference.
SEE VIDEO: 'REPUBLICAN UNDERDOG RISES ON YOUTUBE'
A study conducted by the Emerging Media Research Council out today found that Brown had a more effective strategy of using social networking tools including Facebook, Twitter, and YouTube to promote his campaign and connect with supporters.
Here’s a look at the numbers:
Facebook Posts since Jan. 1: Brown (128), Coakley (58)
Facebook Fans: Brown (70,800), Coakley (13,529)
Tweets since Jan. 1: Brown (142), Coakley (144)
Twitter Followers: Brown (9,679), Coakley (3,385)
YouTube Videos: Brown (57), Coakley (52)
YouTube Video Views: Brown (578,271), Coakley (51,173)
The study concludes that Brown’s use of social media helped in several ways, including boosting his name recognition both in and out of Massachusetts. They note that just 51% of Massachusetts voters had heard of Brown in a Nov. 12 poll, by Jan. 14 his name recognition was at 95%.
The study also found that Brown more openly embraced social media sites on his campaign Web site, where he “prominently” features social networking channels including a Twitter feed while Coakley “gives social networks less prominent real estate.”
Beginning Thursday before the Tuesday election, the Brown campaign began what’s known as a Google network blast, an advertising tactic that floods Google content network Web pages in a particular geographic area with display ads from one advertiser.
“If you were in Massachusetts, pretty much all day every day you would see a Scott Brown ad,” a Google spokesman said, adding that earlier ads encouraged people to volunteer for the campaign, while later ones focused on getting out the vote.