Mitt Romney’s 2012 Campaign Was a Textbook Example of How Not to Do Social Media

It took 22 people to approve social media posts for Mitt Romney's campaign in 2012.

The Hill reports a new academic paper from the University of North Carolina concludes Romney's posts on Facebook and Twitter were sent around for approval by nearly two dozen people before they were put online. That's the main reason President Obama's social media team was much more successful than Romney's.


Zac Moffatt, the Romney campaign’s digital director, cracked that they had “the best tweets ever written by 17 people.”

The paper lays bare some of the difficulties Romney’s campaign had in keeping up with the demands of the 21st-century campaign, which requires candidates to push their message on an ever-growing list of online platforms.

Former Romney staffers told Kreiss they were stymied by bureaucracy, even when they had the resources to produce original digital content.