The Obama campaign may have recently overplayed their advantageous new media hand. The campaign website posted a feature called “The Life of Julia,” which was meant to show the important role of government programs in the life of the average American. Julia attends a head start school, a high school that participates in Obama’s Race to the Top program, gets a loan to to start her own business from the Small Business Administration and so on. And with each step we are reminded that Mitt Romney and Paul Ryan want to cut all of these programs. Conservative bloggers and columnists went ballistic with their derision and mockery, composing alternatives such as “Julia is enrolled in a Great Leap program where she will learn critical community organizing and obedience skills.”
But one can see why the Obama campaign thought the feature might be a good idea. Up until now they’ve had a strong lead over the Romney campaign in developing clever, creative features on their website. In recent months they released a widget that allows you to enter your gender and age to see what the Affordable Care Act will do for you, and a Buffett Rule calculator that allows you to enter your annual income to compare your tax rate to Mitt Romney’s currently (13.9 percent) and with the Buffett Rule (it would be 30 percent).
The Romney campaign hasn’t matched Obama with these advanced interactive tools. There are two reasons for that, one is organizational and the other is philosophical.
Organizationally, Romney is simply far behind Obama in plugging staff resources into web development. Obama did not have a competitive primary, and he has raised money prodigiously, while Romney is playing catch up. “Digital is the biggest department at Obama’s headquarters,” notes Patrick Ruffini, a Republican strategist with a specialty in new media. “They’ve had a big lead time. All the parts of a campaign that are about infrastructure, as opposed to messaging state-to-state, is where they’re going to be strong right now. When I worked for the Bush campaign [in 2004] we had all sorts of advantages over the Democrats in terms of data, field, and infrastructure operations because we were running uncontested. Obama has been building this for a year. As you get into general election, the digital side will only get more important for the Romney campaign.”
“Comparing the Obama campaign—who haven’t gone through a primary—with 750 staffers, versus Romney with eighty-seven is comparing apples and hamburgers,” says Zac Moffatt, digital director for the Romney campaign.
But there is also a difference in the campaigns’ digital approach. Moffatt says that making the most elaborate interactive widgets on a campaign website is not necessarily any more useful at voter persuasion than static ones. Thanks to social media, any piece of online content is interactive in the sense that it can now be shared and promoted. And most online users are not going to campaign websites but rather coming across campaign content via sites where they are already spending their time: web ads that pop up while they read a news site, or recommendations from friends on Twitter or Facebook.
“The website is no longer the only platform,” says Moffatt. “You have to reach people on the platform they’re on. If we have graphic on how Obama has decimated women’s economic opportunities, you could say that’s flat, but we could say 25,000 people have shared it.”