Staffers on Mitt Romney’s failed 2012 presidential campaign revealed that the primary reason why its social media campaign was not nearly as successful as President Barack Obama’s was because Romney’s was committee-approved to death, according to an academic paper published [PDF] on Friday.
Zac Moffatt, the Romney campaign’s digital director, quipped to researcher Daniel Kreiss, a journalism professor at the University of North Carolina, that the campaign had “the best tweets ever written by 17 people.”
Another staffer, Caitlin Checkett, described the myriad of checks the campaign had imposed on itself, which got worse over time.
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