A study released Wednesday found that
political campaigns that release Twitter messages on multiple accounts
hurt themselves by diluting their message.
The study, released
by Qorvis Strategies, surveyed the Virginia and New Jersey
gubernatorial elections and the Massachusetts special Senate election
During the Virginia and New Jersey races,
then-candidate Bob McDonnell (R-Va.) and then-Gov. Jon Corzine (D-N.J.)
used one single Twitter account whereas Democratic candidate Creigh
Deeds (Va.) and Republican challenger Chris Christie (N.J.) used
The study showed that having one account
allowed campaigns to attract more followers and was better for issing
a unified message.
McConnell's single account had over
7,000 followers but the top three Deeds accounts (out of 6 listed),
only amounted to just over 4,700 followers. Three Deeds accounts
belonged to campaign staff.
Corzine had just over 4,400
followers but Christie had more at over 5,000 between his three
accounts. But Wyeth Ruthven, a former Democratic congressional staffer
who conducted the study, said that Deeds' and Christie's multiple
accounts had few mutual followers.
It's worth mentioning that Christie and McDonnell both won their respective races despite their different Twitter strategies.
study was not without it's amusing results. "Pointless babble" made up
the plurality of the tweets studied at 40.55 percent.
also noted that Deeds, a noted music fan, tweeted more about what was
playing on his stereo than his transportation plan:
In fact, Deeds devoted more tweets to his musical tastes (39 tweets) than to his transportation plan (1).
For Virginia and New Jersey, the survey compiled all campaign tweets between Aug. 1 and Nov. 3, 2009 For Massachusetts Senate race, it gathered all campaign tweets from the Nov. 3 candidate filing deadline until the Jan. 19 election.
This post was updated at 4:05 p.m.