Anti-Romney Timeline appears to be the first political attack to use Facebook's timeline for pages.
Could the attack microsite be migrating to Facebook? An anti-Mitt Romney Facebook Timeline appears to be the first political attack timeline created on Facebook. Facebook recently made its Timeline available to brands and other page owners, and the Newt Gingrich camp - also the first of the Republican presidential hopefuls to launch a timeline - is taking advantage, going back in time to spotlight events and statements made throughout Romney's political career deemed negative by Gingrich.
"This is the natural progression of politics. Contrast campaigning has officially infiltrated social media," said Vincent Harris, digital consultant for the Gingrich campaign.
One item in particular stands out on the RomneyRecord page, which allows owners to increase the size of posts they want to make more prominent. The 2002 timeline post encompasses the width of the page, and displays a bright pink flyer wishing people "A Great Pride Weekend."
"The campaign picked multiple angles that highlight Governor Romney’s liberal record,” said Harris.
The flyer was evidently distributed during the 2002 Massachusetts gubernatorial election, which Romney won. The text posted by the Gingrich campaign above the image reads simply, "Supporting equal rights for all!" The flyer states, "All citizens deserve equal rights regardless of their sexual preference," however, it makes no reference to same sex marriage, which Romney currently opposes.
Many items featured on the RomneyRecord Timeline - which has around 150 likes - read like the Democratic Party playbook for battling the candidate. For instance, Romney's argument that "Corporations are People" - a phrase repeated by liberals and Democrats, including in a Democratic National Committee web video - is mentioned. An often truncated comment Romney made about being able to "fire" insurance companies is also there: "I like being able to fire people."
Off the heels of a lone Super Tuesday win in his home state of Georgia yesterday, Gingrich is hoping to collect donations through a Money Bomb fundraising effort today. The fundraiser is supported with display and YouTube video overlay ads that declare, "Newt wins Georgia - Keep the momentum going." The ads link to a donation page that encourages people to share it on Facebook and Twitter.
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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.
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