January 10, 2012
Pete Snyder, CEO of Disruptor Capitol, has an interesting take on the efficacy of social media in the GOP presidential primary today versus the tremendous social media success reaped by candidate Obama in 2008.
“Social Media Alone Doesn't Save. Social media works only if it's supported by the proper infrastructure. (That's why Obama was so successful. It wasn't social for social's sake but to drive an action.) Gingrich was infatuated with "running a different kind of campaign" and said that "we may not do any TV advertising. Only social media." Fact is, that's not particularly innovative. He maintained a Facebook page and a Twitter feed, but there was no infrastructure to capture information by his campaign and no call to action. All of the leading candidates used social and mobile. But in 2012, those approaches – "revolutionary" just a cycle ago – were so 2008. Though social media is vital for campaigns, it's no longer a differentiator.”