Political Chatter: In the Lead up to the Presidential Conventions, Who Has the Word of Mouth Advantage? - Ed Keller

With the Republican and Democratic conventions upon us it39s an opportune time to take a pause and ask what the extent and nature of political word of mouth has been during the summer monthsWe at Keller Fay are tracking political word of mouth in partnership with the National Journal which publishes a weekly feature called Conversation Nation Our research provides an ongoing daily snapshot of the volume and polarity of the American people39s word of mouth conversations about either President Obama or Governor Romney Our study measures both offline word of mouth amp8211 which accounts for nearly 90 of all political WOM amp8211 as well as that which takes place online 10Here are some of the key findings from the period from May 28th through August 19th 2012Two in five Americans have been talking about one or both of the presidential candidates on a typical day throughout the summer Republicans have been talking more than Democrats men more than women the 60 cohort more than any other age group and African Americans more than other racial or ethnic groupsObama has a steady talk advantage throughout most of the summer with 35 of the public talking about the President each day compared to 26 for Romney However that gap began to narrow in AugustThe campaign has been called polarizing and negative The conversational data reflects that tone For Obama 37 of conversations are positive whereas 40 are negative For Romney the split is 32 positive39 negativeThese have been some of the conversational dynamics of the campaign thus far Let39s consider it the first act The conventions over the next two weeks provide a chance for each candidate to reset the conversational tone as they get ready for Act Two Stay tunedEd Keller CEO of the Keller Fay Group has been called quotone of the most recognized names in word of mouthquot His new book The FacetoFace Book Why Real Relationships Rule in a Digital Marketplace was recently published by Free PressSimon ampamp Schuster You can follow Ed Keller on Twitter Facebook and Google or contact him directly at ekellerkellerfaycomRead all Edamp8217s MediaBizBloggers commentaries at WOM MattersCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates MediaBizBloggerThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggerscom management or associated bloggers MediaBizBloggers is an open thought leadership platform and readers may share their comments and opinions in response to all commentaries

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Political Chatter: In the Lead up to the Presidential Conventions, Who Has the Word of Mouth Advantage? - Ed Keller

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Political Chatter: In the Lead up to the Presidential Conventions, Who Has the Word of Mouth Advantage? - Ed Keller

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