The debates are over. The rallies are coming to a close. The presidential candidates are getting hoarse. Now that the election is almost over, Socialbakers answers the question: “Who won the war of words” on Facebook?
Socialbakers uses likes and shares as a measure of engagement rate, as well as comments, although it noted that those figures are always smaller. Looking at the Facebook buzz following each of the four debates, Socialbakers named the winners and losers.
- After the first debate Oct. 3 in Denver, Republican challenger Mitt Romney’s engagement rate soared 14.12 percent, compared with 5.63 percent for President Barack Obama, his highest rate of the debates. According to most pundits, Romney easily beat the president’s lackluster performance.
- Paul Ryan, Romney’s running mate, led the Facebook battle during the vice presidential debate Oct. 11 despite a somewhat even debate performance. His four posts that day generated more than 10 times the number of likes compared with Vice President Joe Biden’s three posts. Biden had roughly twice Ryan’s engagement rate, at 30.48 percent, although this was due to his much smaller Facebook fan base. We know that Ryan’s team devoted a lot of time and effort — and Facebook ads — to building a fan base of more than 4 million, versus Biden’s 434,940.
- Romney bested the president on Facebook following the second presidential debate Oct. 16 at Hofstra University on Long Island, though, Obama posted only three times, while the Romney/Ryan campaign pushed out 13 posts that day combined, maintaining high engagement rates of 12.72 percent and 18.16 percent, compared with only 3.17 percent for Obama.
- In the last debate Oct. 22 in Boca Raton, Fla., Romney won the day in terms of posts (six), interactions (1.17 million), and engagement rate (11.38 percent), mainly because his fan base is roughly one-third the size of Obama’s.
The bottom line? Despite — or because of — having lower fan bases, the Romney campaign has the stronger engagement rate and ties or leads the president in several other metrics, except Twitter. That should make Romney’s digital strategist, Zac Moffatt, happy.
After Tuesday, we’ll know if these metrics translate into a win for the Republican ticket.
Readers: What do you make of engagement rates as a predictor for election outcomes?