George Washington University School of Business Dean Doug Guthrie, and NYU Stern Professor of Marketing Scott Galloway, evaluated and ranked 100 U.S. senators’ digital IQ
A study finds Republican senators have sharper social media skills than Democrats.
George Washington University School of Business Dean Doug Guthrie and NYU Stern Professor of Marketing Scott Galloway evaluated and ranked 100 U.S. senatorsí digital IQ. This term refers to an individualís online competence including his or her presence on websites, social media following and sentiment, digital marketing aptitude and search engine optimization skills. The study, ìDigital IQ Index: U.S. Senate,î reveals that Republican senators are savvier online and are acquiring Facebook ìlikesî and Twitter ìfollowers,î at a greater rate than Democratic senators. Facebook ìlikesî are a way of showing approval of posted content on the social networking website and Twitter followers denote people who follow a personís online activity.
ìThis study underscores the reality that social media is not a toy, and that digital literacy and agility are powerful tools in todayís business and political arenas,î said Dean Guthrie. ìIt appears that U.S. senators are making their comprehension of the social media realm a priority and are using it as a way to engage prospective voters and mobilize grassroots efforts.î
Key findings of the study include:? Republicans boast an average digital IQ 5.5 points higher than their colleagues across the aisle; seven out of 100 senators ranked genius--the highest level of digital competence--and, of those, seven are Republican;? Sen. Jim DeMint (R-S.C.), one of the most conservative senators and a Tea Party advocate, has the greatest digital velocity (acquiring likes and followers) of any senator; comparison of digital IQ by congressional class demonstrates that senators up for re-election lead on every social media platform, highlighting the push (need for votes) and pull (increased recognition and awareness) effect of campaigns; and funds raised and name recognition gained may no longer be the most accurate predictor of victory, which indicates the impact of digital IQ.
ìSocial media gives voice to peopleís preferences and intentions, demonstrating the affinity for candidates and ideas,î says Galloway. ìAs a forward-looking indicator, social media following may be a crystal ball for what will happen in the voting booth this November, and itís looking very red.î
To view the full report, visit: www.12thinktank.com/senatdigitaliq.