With election season underway, candidates have been jumping at every opportunity to promote, sponsor, and advertise — and it seems that your efforts (and dollars) are paying off.
Nearly two million tweets were being sent every week in August about the presidential candidates. The 2012 presidential debate saw more than 10 million tweets, making it the most tweeted event in U.S. politics.
Twitter released some key findings from a study it did with Compete about the impact of political tweets. It found that the average Twitter member is 68 percent more likely to visit a campaign donation page than the average Internet user.
“This likelihood increases when Twitter users are exposed to political tweet either from political handles they follow, retweets by users they follow, Promoted Product campaigns by a political handle, or searches on political terms,” the company stated on its advertising blog.
Additionally, individuals on Twitter exposed to any of the above are 97 percent more likely to visit an online donation page than other Twitter members. In fact, political tweets drive more visits to donation pages than overall visits to political sites. As the exposure to political tweets increases, so does the likelihood of donation.
However, the data didn’t allow Compete to analyze the campaigns by party. All increases were found to be very similar across all candidates, groups, and parties. Whether you’re running for president or local office, you might want to consider utilizing Promoted Products.
Jennifer Beese: Jennifer Beese has worked as a community manager and social media strategist. When she’s not writing, you can find her studying anatomy and physiology—she literally has a skeleton in her closet—or under the stars with her telescope.