His last tweet was a retweet of Ann Romney “This was more than a campaign - this was a
national movement. @MittRomney
and I will always be thankful for your support.” And then the account went
blank. And so goes the life of the Romney campaigns Digital Director, Zac
Moffatt. Assumedly, Moffatt has returned to Targeted Victory, the online
advertising agency he co-founded.
I do not know much about Moffatt, other than that he attended Republican National Committee (RNC) with a friend of mine. For a little balance I skimmed a small selection the various interviews that
Moffatt gave during the campaign (and some of his personal social media
accounts) to take measure of the man and the digital campaign he coordinated
for the Romney/Ryan campaign. This is what I found.
His Approach and Results- It seems from interviews that Moffat understood that the Romney campaign needed to mobilize, indicating in an interview with Greg Ferenstein that this will also “be the first campaign in history where campaign moves from fundraising to mobilization”, focusing on engagement in multiple interviews.
-
Moffatt
claimed in an interview
during the campaign that the “average Romney Tweet” “gets retweeted three times
more than Obama’s”, but he did not indicate how he knew that.
-
In
multiple interviews, he characterizes the social media role as “digital
advertising” and that is what his company Targeted Victory is; an on-line advertising
company.
-
Moffat
has indicated that digital campaigning is meant to amplify the message on
television, not replace it. [i]
-
Compared
to the Obama campaign which remained silent on its strategy, Zac Moffatt spent
quite a lot of time giving interviews.
-
Moffatt
was behind partnering with Mass
Relevance to broadcast the conversation on Twitter for the convention and television
audience. He quipped in an interview
with Hamish McKenzie that having the tweets displayed during the convention
would have attracted more attention if it was a Obama campaign idea.
-
According
to Moffat, one of the biggest changes since the 2008 campaign is that the digital
director is considered a member of executive staff by the Republican party, at
the same level as a communication director, setting the agenda. As digital
director, he had the authority to bring on board talent with online skills sets
to “amplify” the ground game efforts. [ii]
-
The
campaign intended to with Silicon Valley to “optimize
its processes.”
-
According
to Moffatt’s Facebook page he is married and has a daughter. He uses his
Facebook page for personal information, but with Romney campaign connections.
His Facebook account is active and was in use as of December 1st.
-
Former
Chief of Staff for NYC Mayor Michael Bloomberg
-
Previously
served as Republican National Committee’s director of political education
-
As
part of Targeted Victory, Moffat led Marco Rubio’s digital election campaign[iii]
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