Behind the Social Media Campaigns of Obama and Romney

With about five weeks left until the 2012 presidential election, both Democrats and Republicans are kicking their campaigns into high gear.

As more potential voters turn to the Internet to stay connected -- and less are catching political TV spots -- the need to leverage social media to hit respective audiences has never been greater. But the payoff could be huge for either party.

The force behind the campaign for Republican candidate Mitt Romney includes a digital rapid response department that works alongside the communications team at its Boston headquarters. Romney's digital director, Zac Moffatt -- who oversees all social media initiatives, as well as email and text message ma…
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