OhMyGov looked at the reaction in social media to a number of ads run by the Mitt Romney and Barack Obama campaign. They found that negative ads, particulary those run by Obama, stay with voters much longer.
As the chart illustrates, the video criticizing Romney for being an “outsourcing pioneer” generated the most tweets and retweets. In fact, the phrase was seized and applied not only to the original video but to other reports of his dubious business practices with Bain Capital.
Popular tweets said, “Unlike outsourcing pioneer Mitt Romney, @BarackObama has fought to keep jobs on American soil,” and “Why won't outsourcing pioneer Mitt Romney release his tax returns? It appears that he is hiding something damning.Lies not working.”
The president's supporters appeared responsible for each one, indicating that the negative message was not only received but adopted by likely voters. Frequent news articles referencing outsourcing as it pertains to both the presumptive GOP nominee and American unemployment have also helped make this particular message one with real staying power.
Less successful was the oft-Tweeted ad that uses a clip of Hilary Clinton saying, “Shame on you, Barack Obama,” obtained during the 2008 Democratic primary. While the video did create a flurry of excitement on Twitter, humor appeared to dominate the reactions. Some tweets were clearly sent by Romney supporters, but others noted, “Am I the only one who laughs when Hillary Clinton says 'Shame on you, Barack Obama' in that campaign ad? See, nothing you say ever goes away,” and “So desperate. Really pathetic.”
Although the video certainly did garner attention, it seems unlikely that the message will have any sort of longevity as the campaign progresses.