Obama, Romney: Who has the most online clout?

>>> you cannot discount the impact of digital media during the presidential campaign , but when it comes to being web savvy, the incumbent has a clear advantage. a new study how each side uses social media shows president obama with a big lead over mitt romney , but there are questions about how that online clout translates to the real world we have chief creative director of brpr group. how are you?

>> doing well, thank you.

>> facebook the exception, president obama 's team is posting nearly four times as much content as the romney camp? how much of a game changer could social media be in this race compared to previous presidential races?

>> you would be hard pressed to find anyone that would disagree, the game changer happened in 2008 when president elect obama ushered in the era of social media . to the surprise, unbeknownst to the republican party , he had a lot of clout in the space. it's redundant to say if the game change is happening, it's just being underutilized.

>> you think neither candidate is fully utilizing social media they are attempting to use it as a traditional broadcast tool.

>> yeah, if you look back to fdr, when he used to have fireside chats , radio fireside chats , the same utilization and misuse of the platform. they are broadcasting their message without any substantive reaction with the voter.

>> he give me an example.

>> if someone posed a poe question to you, two integral components to a conversation, to listen and respond. both campaigns respond less than 3% of time on facebook and twitter and posing statements about the economy, when any post that is about health care or women's rights, they overindex by four times the amount that the economy does. a00 opportunity in terms of the listing strategy and responding. that's why they are missing out.

>> is this purely the political risk . if someone tweets me, i have 140 characters to respond and things can be taken out of context. is that it? the political risk ?

>> i think they are gaffe prone, but there is an opportunity if you look at vice president biden, he's gaffe prone and mitt romney has been gaffe prone. a wonderful opportunity to answer these questions. let's take, for instance, if you were to answer some questions that a voter had possessed to romney , and romney doesn't respond, that's a great opportunity for obama to then come in with a youtube response, specifically to that voter, to say this is how i would handle health care , this is how i would handle the economy, address it. that's a viral opportunity. u. it's simply not happening.

>> is this the nextitieration in terms of social media . four years from now, is that where this goes?

>> i think the voters will demand it, yes.

>> a fascinating conversation. i appreciate it. i'll tell you something else that continues to mist phi me to a certain extend. you think four years later, the gop would have gotten on board more with some of the social media stuff.

>> they are in the process of mastering it, but mitt romney with the app and announcing the vice president, a much broader opportunity for him