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An outfit called Verifeed says “social conversations” on Twitter helped Thom Tillis beat Kay Hagan. Put me down as a skeptic.
 
You hear a lot of sweeping claims about how social media is transforming politics. The acolytes can drown you in numbers about “clicks” and “reads” and “open rates.” But is there hard evidence that all this moves votes?
 
If there is, please share it.
 
WRAL’s Mark Binker is another skeptic. He posted the story on Facebook and said, “Posting this mainly because I think it’s wrong. For Twitter to be a place where a race is won or lost, wouldn’t it need to be a more persuasive medium? My window into the platform is that people are sharing news, jokes, etc… but there’s not a whole lot of persuasion going on. Tell me why I’m wrong. (Seriously, I don’t buy the argument in this piece but I think there might be one to be made.)”
 
You won’t be surprised to learn that Verifeed is a company that “identifies and mobilizes powerful viral ambassadors and amplifiers to drive cost-efficient and high-impact ‘word of mouth’ marketing, customer acquisition, and conversions.” Whatever.
 
In other words, it’s selling what it’s celebrating.
 
Its report on North Carolina said, “Republican activists outperformed Democrats in sheer volume – and resonance – of tweets, with a veritable army of party activists faithfully retweeting and favoriting each other’s tweets regularly, if not hourly. The result calculated by Verifeed in the final seven days was direct engagement with 15,436,367 people by the top 20 GOP influencers – more than 14 times that of the top 20 Democratic influencers, who by contrast engaged just 1,746,178 people on Twitter.”
 
Now, maybe all this math mumbo-jumbo means something. But it looks like most people on Twitter who are interested in politics have pretty much made up their minds.
 
Until the online entrepreneurs can show with hard evidence that they can actually influence votes, hold on to your campaign dollars.

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