Pew Research Center measured political use of Twitter, Facebook before the 2010 elections.
Compared to all social network site users, Tea Partiers were more likely to engage with political candidates and groups on Facebook and other social networks. A survey from Pew Research Center's Internet and American Life Project measured political use of Twitter, Facebook and other social sites leading up to the 2010 midterm elections.
Compared to 11 percent of all social networking site users, and 13 percent of Tea Party opponents, 22 percent of Tea Party supporters using social sites friended a candidate or cause before the elections. Pew also found some disparity between social networking Republicans and Democrats when it came to friending a candidate or cause. The study showed 17 percent of Republicans did so, compared to 12 percent of Democrats.
All in all, a nearly equal percentage of Republicans and Democrats – 40 percent and 38 percent respectively – used social sites for political purposes before the midterms.
Tea Party supporters using social sites seemed especially engaged and active, the study shows. Twenty-three percent of social networking tea partiers used sites like Facebook to find out who friends voted for, compared to 18 percent of all social network users. Among tea partiers using social sites, 23 percent used the sites to get candidate campaign information, while just 14 percent of all social site users did. The study also found 19 percent of Tea Partiers on social sites used them to post political content, compared to 13 percent of all online social networkers.
According to Pew, 8 percent of U.S. Internet users are on Twitter, while 61 percent use social networking sites such as Facebook and MySpace. Eleven percent of Twitter users followed a candidate or political group before the election. Sixteen percent of Twitter users were on the site to get information on campaigns or candidates, and 12 percent were on Twitter to monitor election results as they were reported.
The study shows 36 percent of social site and Twitter users said a "major reason" they used the sites was to feel more personally connected to the candidates or groups they follow.
Pew surveyed 2,257 voting aged adults from November 3 through November 24, 2010.
Kate Kaye was Managing Editor at ClickZ News until October 2012. As a daily reporter and editor for the original news source, she covered beats including digital political campaigns and government regulation of the online ad industry. Kate is the author of Campaign '08: A Turning Point for Digital Media, the only book focused on the paid digital media efforts of the 2008 presidential campaigns. Kate created ClickZ's Politics & Advocacy section, and is the primary contributor to the one-of-a-kind section. She began reporting on the interactive ad industry in 1999 and has spoken at several events and in interviews for television, radio, print, and digital media outlets. You can follow Kate on Twitter at @LowbrowKate.
2015 Holiday Email Guide
The holidays are just around the corner. Download this whitepaper to find out how to create successful holiday email campaigns that drive engagement and revenue.
Three Ways to Make Your Big Data More Valuable
Big data holds a lot of promise for marketers, but are marketers ready to make the most of it to drive better business decisions and improve ROI? This study looks at the hidden challenges modern marketers face when trying to put big data to use.
December 2, 2015
1pm ET/ 10am PT
Wednesday, December 9, 2015
5pm HKT / 5am ET