Researcher Daniel Kreiss recently published new research outlining how social media affected the presidential campaigns of 2012. Its conclusion? The communications staff for both Barack Obama and Mitt Romney’s campaigns used Twitter to influence journalists and appeal to supporters. The study also found that the Obama campaign was much better suited to responding to real-time events.
The paper cites one prominent example: Clint Eastwood’s rant against the president at the 2012 Republican National Convention, directed at an empty chair.