Last week the BIPAC Action Fund released its final set of candidate endorsements for 2014 (see below). To follow-up from those endorsements, the following Election Insights looks quantitatively at each endorsed candidate's race and provides a summary of how they are engaging with potential voters across social media as-compared-to the other party's candidate.
Candidates' social voices ranged from the high 40s to low 60s as defined by the Klout.com scale of influence, which goes up to 100. As points of comparison, Speaker of the House John Boehner's official channel (@johnboehner) has a score of 87 and President Obama's official channel (@barackobama) has a score of 99.
The range of those that like the candidates' pages on Facebook and follow them on Twitter ranges from a few hundred to an outlier of 128k. Some candidates are thus investing more in social and new media with their paid advertising strategy than others who are relying on organic growth and a content strategy that isn't promoted by ads. Counting followers though doesn't provide a true metric of how engaged the candidates are with their desired audience of potential voters. Klout is a bit better, but a true metric is to look at the sentiment of what is being said about the candidates. For instance in the Alaska Senate race, those sharing on social media about Dan Sullivan are posting at a 4:1 positive-to-negative ration; as-compared-to a 1:1 ratio for Begich (source: SocialMention.com).
Listening to the campaigns on social media helps to guide our strategy, but what impacts the strategy and makes a difference is the work being done on the ground by our members and partners. BIPAC itself has assets on the ground across the U.S. in key election states of importance to our private sector community. What we are seeing throughout the country in our grassroots political training workshops will provide the impact.
A Twitter channel cannot vote but the individual behind the online identity can - and BIPAC, plus our members and partners, want to make sure that private sector employees are registered and educated about the issues of importance to their job, company, and industry.
Employees Vote (and tweet) in 2014.
BIPAC Action Fund Final Endorsed Candidates' Online Voice