From my Forbes.com blog The New Persuaders:
By the numbers, President Barack Obama is crushing Republican challenge Mitt Romney when it comes to a key constituency: Facebook fans. As of now, Obama claims 28.5 million Facebook fans, while Romney–whose ads for more fans appears on a Facebook search for Obama–has 6.6 million.
But the details behind those numbers are even more interesting. According to an analysis by social media ad platform Compass Labs using some of the data it uses to help marketers target ads, followers of Obama and Romney differ in many ways. A few of them:
* Even though Obama has more than four times as many fans, Romney’s are five times more engaged than Obama’s using Facebook’s own engagement metric, People Talking About This, a measure of how many people are commenting, liking, or sharing content. Obama today has 3.1 million “people talking about this,” and Romney has 3.3 million. But as a percentage of likes, Romney’s engagement on this score is 50%, while Obama’s is only 11%. The reason: Romney’s posts are more simple and forceful and less of a rehash of what’s on his website.
* Romney attracts active quilters, gun enthusiasts, and churchgoers, while Obama fans are often video gamers, meditators, and jigsaw puzzle fans.
* Both Obama and Romney supporters like Target, but those partial to Obama also like Samsung Mobile and Nature Made, while Romney fans like Fox News (big surprise) and Wal-Mart.
* As for movies, both like The Hangover, but Obama supporters prefer The Blind Side and Fast & Furious, while Romney supporters like Atlas Shrugged (another big surprise) and 17 Miracles.
Here’s an infographic from Compass Labs with more details: …