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Visitors to Obama’s website are offered opportunities to join 18 different constituency groups, among them African-Americans, women, LGBT, Latinos, veterans/military families or young Americans.If you click to join a group, you then begin to receive content targeted to that constituency.

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The study encompassed an examination of the direct messaging from the campaigns for 14 days during the summer, from June 4 to June 17, 2012, a period in which the two campaigns together published a total of 782 posts.

The study also included audits of the candidates’ websites in June and again in late July.

Just as John Mc Cain’s campaign did four years ago, Romney’s campaign has taken steps over the summer to close the digital gap-and now with the announcement of the Romney-Ryan ticket made via the Romney campaign app may take more.

The Obama campaign, in turn, has tried to adapt by recently redesigning its website.

The website no longer features a “news” section with recent media reports.

Now the only news of the day comes directly from the Obama campaign itself.

A new study of how the campaigns are using digital tools to talk directly with voters-bypassing the filter of traditional media-finds that the Obama campaign posted nearly four times as much content as the Romney campaign and was active on nearly twice as many platforms.

[1] Obama’s digital content also engendered more response from the public-twice the number of shares, views and comments of his posts.

Romney’s campaign was twice as likely to talk about Obama (about a third of his content) as the president was to talk about his challenger (14% of his content).

That began to change some in late July when the Obama campaign revamped its website. 1 issue in both candidates’ digital messaging, the two camps talk about that issue in distinctly different ways. Obama’s discussion of the economy is partly philosophical, a discourse on the importance of the middle class and competing visions for the future.

In our first report, “e Politics,” candidate websites were yet to emerge; news websites and “web portals” were the gatekeepers of digital campaign information.

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