romney-twitter-tshirt

Romney Team Hiring 'A Lot' of Digital Staff

  |  May 10, 2012   |  Comments

Campaign ramping up social media, web development, email and database skills.

romney-twitter-tshirtMitt Romney's digital team is taking advantage of the unofficial end to the GOP primaries by ramping up its staff of web developers and data crunchers to compete in the general election. The move solidifies the fact that the 2012 presidential election is poised to be the most digitally sophisticated race ever - on both sides.

The general election is "a very, very different enterprise and endeavor than a contested primary that is moving from state to state very quickly," said Romney campaign digital director Zac Moffatt, the first in-house digital director hired among the 2012 Republican primary campaigns. Moffatt has been part of the campaign staff for a year now.

Essentially, now that the campaign is no longer saddled with tough primary battles, budget can be allocated to general election infrastructure needs. "We are now able to find and supply the resources to be successful in that environment," Moffatt said.

The Romney campaign site lists a handful of open positions such as a social media and email writer, data analyst, and software engineer. One position requires knowledge of Salesforce software and split testing for email and text messaging campaigns, for example. When asked how many people will be added to the digital team, Moffatt would only say, "a lot." Most likely more digital boots on the ground across the country can be expected.

Many of the job ads listed feature the declaration, "The bar is rising in the political digital space."

As media evolves, even those outside the digital staff are incorporating digital tools into their work. For instance, field organizers post photos online or use Twitter hashtags, noted Moffatt.

Some may see the digital push as merely a response to President Barack Obama's digitally-savvy campaign, but Moffatt begs to differ.

"I wouldn't look at it in the political paradigm, as a reactive political maneuver," he said. "I would look at it in the paradigm of what does an organization need to do in 2012 to be successful."

The Romney camp will work as closely as possible with the Republican National Committee as the general election campaign gets into full swing. The RNC itself has enhanced its own digital capabilities with key digital hires. Execs from corporate tech and digital services firms including ShareThis and Rockfish have joined the staff to help the party vet technologies, make smarter use of data, amplify messages online, and assist the efforts of the communications, finance, and politics teams.

ClickZ Live Toronto Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!

ABOUT THE AUTHOR

Kate Kaye

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.

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter. Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

ion Interactive Marketing Apps for Landing Pages White Paper

Marketing Apps for Landing Pages White Paper
Marketing apps can elevate a formulaic landing page into a highly interactive user experience. Learn how to turn your static content into exciting marketing apps.

eMarketer: Redefining Mobile-Only Users: Millions Selectively Avoid the Desktop

Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?

Jobs

    • Contact Center Professional
      Contact Center Professional (TCC: The Contact Center) - Hunt ValleyLooking to join a workforce that prides themselves on being routine and keeping...
    • Recruitment and Team Building Ambassador
      Recruitment and Team Building Ambassador (Agora Inc.) - BaltimoreAgora, www.agora-inc.com, continues to expand! In order to meet the needs of our...
    • Design and Publishing Specialist
      Design and Publishing Specialist (Bonner and Partners) - BaltimoreIf you’re a hungry self-starter, creative, organized and have an extreme...