Politico reported last week that the Obama campaign employs over 150 social media experts who reach deep into data available through social media profiles and craft ads targeted at specific types of potential voters. The Romney campaign is increasing its own digital endeavors, but it’s not clear whether they’ll be able to compete with the techies the Democrats have already employed.
Some experts claim advertising tailored to voters will determine the outcome of the campaigns. But there’s also the possibility that more specific advertising efforts will only increase the cynicism or apathy of some potential voters.
Kathleen Hall Jamieson is an expert on political communication and the director of the Annenberg Public Policy Center at the University of Pennsylvania. She's also the author of "The Obama Victory: How Money, Media and Message Shaped the 2008 Campaign."
Andrew Rasiej is a technology strategist who has counseled political leaders. He’s also the founder of Personal Democracy Media, the group behind Personal Democracy Forum, a conference in New York this week that covers these issues.