The Social Media Use Of Obama And McCain In Graphs

By Dave Rigotti (@drigotti on Twitter) (View the thesis paper here.)

• This presentation is an adaptation of Dave Rigotti‘s thesis as a partial requirement for obtaining his B.B.A. with honors from The University of Toledo.You can view the actual thesis here. • Research was conducted the two weeks prior to the election, October 20 through November 3, 2008, with supporting research and writing from November 4, 2008 through February 5, 2009. The Social Media Use of Obama and McCain by Dave Rigotti 2

meetup.com twitter.com Social Media Site flickr.com digg.com McCain myspace.com Obama youtube.com facebook.com 0 20000 40000 60000 80000 100000 120000 Number of U.S. Unique Visitors, ages 18+, Sept. 08 The Social Media Use of Obama and McCain by Dave Rigotti 3

40 35 30 25 Percent 20 barackobama.com 15 johnmccain.com 10 5 0 18-34 35-49 50+ Age Group The Social Media Use of Obama and McCain by Dave Rigotti 4

Obama McCain The Social Media Use of Obama and McCain by Dave Rigotti 5

2,500,000 Number of Instances or Fans 2,000,000 1,500,000 Obama 1,000,000 McCain 500,000 0 keyword fans Type of Representation The Social Media Use of Obama and McCain by Dave Rigotti 6

40 Percentage, as a Total of all Votes, for 30 their respective year 20 2004 10 2008 0 18-29 30-44 45-64 65 or over Total Popular Vote Age Group 2004 = 121,069,054 2008 = 129,391,711 The Social Media Use of Obama and McCain by Dave Rigotti 15

Percentage, as a Total of all Votes 14% 12% 10% 8% 6% Obama 4% McCain 2% 0% 18-24 25-29 30-39 40-49 50-64 65 or over Age Group The Social Media Use of Obama and McCain by Dave Rigotti 16

45% 40% 35% 30% Percent 25% 20% 15% 10% 5% 0% Under 18 18-34 35-49 50+ % social media site usage 18% 42% 24% 15% % votes 0% 28% 31% 31% Age Groups Sources Quantcast.com and % social media site usage % votes CNN.com The Social Media Use of Obama and McCain by Dave Rigotti 17

• Dave Rigotti is a writer, speaker, and Internet marketer. He has worked with some of the most well-known and influential brands in the world, conducting search engine marketing and developing communication strategies. In July, he’ll join Microsoft as a consumer-focused marketer on Bing.com. • Dave graduated from The University of Toledo (BBA with Honors, magna cum B: http://daverigotti.com laude, 2009) after majoring in marketing T: @drigotti and entrepreneurship. This presentation is an adaptation of his thesis. The Social Media Use of Obama and McCain by Dave Rigotti 18

The Social Media Use Of Obama And McCain In Graphs

by Dave Rigotti

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