“Crist’s campaign has thus far failed to provide a return on emotion to his supporters,” said Ross of the Florida GOP Senate race. “Currently, loyalty between voters and candidates is asymmetric. The more voters sense a symmetrical relationship, the more loyal they will be.”

Ross believes that Rubio has gained the upper hand, in part, by using social media as a tool for building a symmetrical campaign relationship, in which both Rubio and his supporters reap equal returns from their relationship.

With so much at stake in the midterm Congressional elections, candidates for the U.S. Senate—incumbents and challengers alike—are going to need every available resource to put them in the “victor” column on Election Day. To excel in this new political and grassroots environment, it will be critical for campaign to harness the power of social media and expand a campaign’s online reach utilizing a number of social media tools. Time will tell what’s social campaigning got to do with it.

Brandon Macsata serves as managing partner of the Macsata-Kornegay Group, Inc. – a national political and public affairs consulting firm specializing in grassroots media campaigns and political fundraising

1 Star2 Stars3 Stars4 Stars5 Stars (1 votes, average: 5.00 out of 5)
Loading ... Loading ...

STAY CONNECTED TO