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First-of-its-Kind Study Reveals Republican Senators Are More Digitally Competent than Democrats

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NEW YORK--(BUSINESS WIRE)--In a new study, the first and largest of its kind, NYU Stern Professor of Marketing Scott Galloway, Dean of The George Washington University School of Business Doug Guthrie, and a team of experts evaluated and ranked 100 US Senators’ Digital IQ® including website strength, social media following and sentiment, digital marketing aptitude and search engine optimization skills.
The results reveal that Republican Senators are savvier online and are acquiring likes and followers at a greater velocity than Democratic Senators. “Barack Obama, Inc. pioneered the social media trail, however that same trail is now being blazed by Republicans,” according to Scott Galloway, NYU Stern Professor of Marketing.

“As a forward-looking indicator, social media following may be a crystal ball for what will happen in the voting booth this November, and it’s looking very red.”

Key findings of the Digital IQ Index® include:
  • Republicans boast an average Digital IQ 5.5 points higher than their colleagues across the aisle;
  • The top three spots, and four of the top seven Senators ranked “Genius,” the highest level of digital competence, are Republican;
  • Senator Jim DeMint (R:SC), one of the most conservative Senators and Tea Party advocate, has the greatest digital velocity (acquiring followers and likes) 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 may no longer be the most accurate predictor of victory, ceding that role to Digital IQ

“Social media gives voice to people’s preferences and intentions, demonstrating the affinity for candidates and ideas,” said Professor Galloway. “As a forward-looking indicator, social media following may be a crystal ball for what will happen in the voting booth this November, and it’s looking very red.”

To view the full report, go to: http://www.l2thinktank.com/senatedigitaliq/

To speak with Professor Scott Galloway, please contact him directly at 917-567-2841, scott@stern.nyu.edu; or contact Rika Nazem in NYU Stern’s Office of Public Affairs, 212-998-0678, rnazem@stern.nyu.edu.

August 19, 2010: http://www.businesswire.com/portal/site/home/permalink/?ndmViewId=news_view&newsId=20100819005997&newsLang=en