The country is still reeling from the upset that U.S. Senator-Elect Scott Brown pulled off in winning the special election to fill Senator Edward Kennedy’s Senate seat from Massachusetts. Imagine, a Republican Senator from the most Blue state in the nation.
The political pundits are still chewing over Martha Coakley’s defeat – she ran a lackluster campaign, she sent the wrong message by taking a vacation in December, she mistakenly said that former Red Sox pitcher Curt Schilling was a Yankees fan. A Yankees fan!
But I’d like to examine what I think were two of the most decisive factors:
Scott Brown’s tremendous advantage in numbers of fans and followers on the social media sites Facebook and Twitter. His conservative message resonated on the Internet. On Facebook Brown had 150,000 fans to Coakley’s 18,463. On Twitter, Brown had 17,312 followers to Coakley’s 4,271. Just look at the multiples as each fan and follower’s messages in turn sped through the blogosphere to their followers. A social media poll the WordStream Internet Marketing Blog claimed that Scott Brown held a significant edge over Martha Coakley in social media engagement metrics and predicted his election while he was still trailing badly in other polls. Consider Brown’s numbers:
- A 10:1 advantage in Web traffic
- A 10:1 advantage in YouTube video viewership
- A 3:1 advantage in Twitter followers
- A 4:1 advantage in Facebook followers
The “IT” Factor
OK, we know that social media played a major role in Brown’s election. But let’s be honest, folks, it didn’t hurt that he was handsome, had a daughter who was an American Idol finalist and that he posed nude for a Cosmo centerfold when he was a 22-year-old student, winning the magazine’s “America’s Sexiest Man” competition.
As Cosmo says on its site, “Compared to some men in the GOP, this politician looks pretty damn good for his age. We bet he still has an amazing body underneath his suit and tie. There have been plenty of pics of our president running around without his shirt, so now that a precedent has been set, we’re hoping to see Scott shirtless again.”
Scott Brown has the “IT” factor. He’s hot. Call it charisma, fantasize about his abs, but don’t think his sex appeal didn’t sway some voters.
By Jeannette Paladino, Writer-in-Chief Write Speak Sell