Summary
How should candidates use social technologies? We analyzed the Social Technographics® profile of voters and found that Democrats participate in social technologies more, especially backers of Barack Obama. Republicans are less active, except for Mitt Romney's supporters. Interactive marketers can learn from the rapid, responsive activity of these political campaigns: evaluate your supporters' capabilities before proceeding; develop programs to reach out, even if your brand's profile is heavy on Spectators; and learn to recover quickly from mistakes.
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