Winston-Salem Journal

Social media a new tool: Local candidates use it; results uncertain

The social media message can differ from other communications coming out of campaigns, said Allen Louden, a professor of communications at Wake Forest University. The messages tend to be more upbeat because the goal is to reinforce those on a candidate’s side rather than convert those who aren’t. “There’s no reason to go negative in tweets because you’re preaching to the choir,” Louden said. “We don’t know that (social media in local campaigns) work. Because we don’t know that they don’t work, everyone’s got to do it.”

Category: Academics | Tag: , , , , , ,