22 Romney Aides Had to Approve Each Tweet During 2012 Campaign: Study
At one point during the 2012 presidential election, each of GOP nominee Mitt Romney‘s official tweets, Facebook posts, and photos had to be vetted and approved by 22 campaign staffers, according to a new University of North Carolina study that cited interviews with campaign staffers.
“Towards the end of the campaign that was 22 individuals who had to approve it. … The digital team unfortunately did not have the opportunity to think of things on their own and post them. … The downfall of that of course is as fast as we are moving it can take a little bit of time to get that approval to happen,” Caitlin Checkett, Romney’s digital integration director, said in the study.
Zac Moffatt, Romney’s digital director, said the campaign had “the best tweets ever written by 17 people … It was the best they all could agree on every single time.”
The author of the study, Prof. Daniel Kreiss, wrote that Romney’s team often had trouble keeping up with the speed of social media due to the extensive vetting process. On the other hand, President Barack Obama‘s team had more freedom, and it was to their advantage, he said.
“The autonomy of Obama’s digital team enabled staffers to better connect with audiences through content that was timely and appropriate to the electoral context and platform, not simply press releases,” Kreiss added.
You can read the entire study here.
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[Note: Mediaite intern Andrew Desiderio is a student at The George Washington University.]
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