GOP Gears Up Digital Team for Election Season

by - April 26, 2012

Still dogged by a lackluster digital and social media operation in 2008, the Republican National Committee has restructured its in-house digital staff over the past year. Execs hailing from corporate tech and digital services firms like ShareThis and Rockfish (formerly Rockfish Interactive) have joined the staff to help the party vet technologies, make smarter use of data, amplify messages online, and in general put their know-how to use for the communications, finance, and politics teams.

Results of the new arrangement are already evident, says the RNC. A Facebook-based Social Victory Center launching soon is intended to better coordinate online and in-person volunteering, and a recent rapid response-style campaign helped turn the so-called War on Moms controversy into online merchandise sales and donations for the party.

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