OMG! Don’t Forget: It’s SOCIAL Media A Report Card of ’s Elected Officials Use of Twitter

#socialgrade

By Alex Patton of Ozean Media @alex_patton

Copyright © 2013 Ozean Media. All rights reserved. All trademarks are property of their respective owners. OMG! Don’t Forget: It’s SOCIAL Media A Report Card of Florida’s Elected Officials Use of Twitter Contents

Florida Elected Officials’ Social Media Report Card 3

Executive summary 4

Answers to our Initial Questions 6

Recommendations 9

Twitter Accounts by Florida Elected Officials 10

Twitter usage by Florida politicians 11

Partisanship of Twitter users 12

Social media analytic scores 15

Twitter Superstars in Florida 28

Potential areas for further study 31

Methodology 32

Data set 34

About the author 40

#socialgrade page 2 of 42 OMG! Don’t Forget: It’s SOCIAL Media A Report Card of Florida’s Elected Officials Use of Twitter Florida Elected Officials’ Social Media Report Card

#socialgrade page 3 of 42 OMG! Don’t Forget: It’s SOCIAL Media A Report Card of Florida’s Elected Officials Use of Twitter Executive summary Conclusions:

When it comes to Twitter, Florida’s elected officials are making an effort, but falling short of realizing Twit- ter’s full potential as a social media platform.

If we grade on a curve, Florida’s Republican elected officials are doing far better than Florida’s Democrat elected officials.

However, overall, we give Florida’s Republicans a C and Democrats an F in their use of Twitter.

The Bottom line: Florida politicians are forgetting the “social” in social media. The vast majority of Flor- ida’s elected officials appear to be misunderstanding or misusing Twitter by using it as only a broadcast media channel.

For Florida’s elected officials to truly realize the power of Twitter and social media, they must embrace the social part by talking with people, not only talking to people.

Florida’s elected officials use of Twitter needs dramatic improvement; hence the hash tag #socialgrade. Genesis of Study:

Out of curiosity, we started with these basic questions surrounding the use of Twitter by Florida’s elected officials:

• Are Florida’s elected officials using Twitter? • Is there a digital divide that separates Republican and Democrat elected officials in Florida? • How are Florida’s elected officials using Twitter? • Which of Florida’s elected officials could be considered to be embracing Twitter? • Are there recommendations to be made to Florida’s elected officials in their use of Twitter? • Findings of Study:

• As a whole, Florida’s elected officials are using Twitter in greater percentages than the general pub- lic.

• Florida’s elected Republican officials are using social media more than Florida’s elected Democrat officials - 57% of Republican elected officials are active users (defined as at least 1 status update in past 7 days) to 34% of Democrat elected officials.

• Republican elected officials are doing significantly better than Democrat elected officials using Twit- ter.

• If not for Florida’s Democratic Congressional Delegation -- more specifically @DWStweets who alone accounts for 85% of the number of followers for Democrat elected officials -- Florida’s Demo- crat elected officials would have little social media reach.

#socialgrade page 4 of 42 OMG! Don’t Forget: It’s SOCIAL Media A Report Card of Florida’s Elected Officials Use of Twitter

A handful of Florida’s elected officials are embracing Twitter. They are:

category Twitter name name district party USREP RepDennisRoss 15 Republican USREP DWStweets D Wasserman Schultz 23 Democrat USREP treyradel 19 Republican STSEN Rob_Bradley Rob Bradley 7 Republican STSEN DwightBullard Dwight Bullard 39 Democrat STREP sethmckeel Seth McKeel 40 Republican STREP repclayingram 1 Republican STREP JimmyPatronis 6 Republican STREP mattgaetz 4 Republican STREP jasonbrodeur 28 Republican

Florida’s elected officials score well on influence, on authority; however, Florida’s elected officials score very low on outreach.

“So far, Twitter is like hanging out in the speakers’ lounge. Meaningless chatter from smart people.” - Alan Stevens netcave.org

#socialgrade page 5 of 42 OMG! Don’t Forget: It’s SOCIAL Media A Report Card of Florida’s Elected Officials Use of Twitter Answers to our Initial Questions

Are Florida’s elected official using Twitter?

A: Yes, elected officials have Twitter accounts in greater proportion when compared to Internet users as a whole. However, approximately half of the State House and State Senate Members who have accounts are not posting regularly.

When compared with the population as a whole, Florida’s elected officials are far above the percentage of Internet users who use Twitter (16%).

However, when the active user standard (a status update in past 7 days) is applied, we find the usage of Twitter drop off rapidly, albeit still above the 16%.

Is there a digital divide that separates Republican and Democrat elected officials in Florida?

A: Yes, the common perception that Democrats are dominating the social media scene over Republicans is a bust in Florida.

Republican elected officials have more accounts and more active accounts when looked at as a percent- age of the party’s elected officials.

Republicans elected officials also score better than Democrats against any noted social media analytics scoring system.

However, neither Democrats or Republicans are excelling at using Twitter.

How are Florida’s elected officials using Twitter?

A: Some officials are doing a lot of tweeting, but most are interacting with others little.

Essentially, elected officials are using Twitter as a broadcast channel. On the whole, they follow few people, have low outreach scores, and with a few exceptions, rarely interact with other Twitter users - including constituents.

Which of Florida’s elected officials could be considered to be em- bracing Twitter?

[See above]

#socialgrade page 6 of 42 OMG! Don’t Forget: It’s SOCIAL Media A Report Card of Florida’s Elected Officials Use of Twitter

Are there recommendations to be made to Florida’s elected officials in the use of Twitter?

To begin our comparisons, we’ll use @UFlorida, the official Twitter account of the , as the ‘gold standard’ of a Twitter account in Florida:

@UFlorida Tweets 7,353 Followers 42,840 Following 118 % of tweets are Replies 31.81% % of tweets are Retweets 35.81% Klout 92 Peer Index 58 Peer Index Activity - Peer Index Audience 70 Peer Index Authority - Kred (i) 873 Kred (o) 7

#socialgrade page 7 of 42 OMG! Don’t Forget: It’s SOCIAL Media A Report Card of Florida’s Elected Officials Use of Twitter

We will also use two additional Twitter profiles as a comparison point:

@barackobama

Tweets 8,624 Followers 27,464,955 Following 665,537 % of tweets are Replies 0.03% % of tweets are Retweets 22.52% Klout 99 Peer Index 90 Peer Index Activity 91 Peer Index Audience 91 Peer Index Authority -- Kred (i) 1000 Kred (o) 9

@justinbieber Tweets 20,989 Followers 34,781,583 Following 123,584 % of tweets are Replies 11.71% % of tweets are Retweets 51.49% Klout 93 Peer Index 92 Peer Index Activity - Peer Index Audience 94 Peer Index Authority - Kred (i) 1000 Kred (o) 8

#socialgrade page 8 of 42 OMG! Don’t Forget: It’s SOCIAL Media A Report Card of Florida’s Elected Officials Use of Twitter

Recommendations:

• Remember or Realize: It is SOCIAL media. • Stop: treating Twitter as a broadcast channel only. • Remember: followers are interested in what you have to say, but followers want to have a conversa- tion, not be talked to all the time.

• Stop using Twitter like the President: The scale that the President has in using Twitter is unprece- dented in politics. Until an account reaches a scale closer to the President, elected officials should not just “copy Twitter” the President.

• Start Replying, especially to constituents: • The University of Florida has tweeted 7,353 times with 31% of those tweets responses to someone; surely, elected officials can do better.

• Justin Bieber has tweeted 20,989 times with 11% of those tweets responses to someone; sure- ly, elected officials can do better.

“To utilize social media tools effectively and properly, you must absolutely generate spontaneous communications in direct response to what others are saying or to what is happening in that moment. Be your- self. Be conversational. Be engaged.” - Aliza Sherman Co-owner of social marketing firm Conversify

#socialgrade page 9 of 42 OMG! Don’t Forget: It’s SOCIAL Media A Report Card of Florida’s Elected Officials Use of Twitter Twitter Accounts by Florida Elected Officials

Elected Officials with a Twitter Presence

Office Elected # of % Total # of Twitter Total # of Twitter followers tweets Accounts USSEN 2 2 100% 330,040 1,605 USREP 29 22* 76% (74% of members) 297,905 33,414 EXEC 5 5 100% 51,091 6,371 STSEN 40 28 70% 22,386 12,619 STREP 120 75 63% 44,960 35,811 TOTAL 196 132 67% 746,745 89,820

*NOTE: DeSantis & Murphy are using two Twitter accounts.

As a baseline for comparison, we used the most recent Pew Research Study on social media use.

Source: http://pewinternet.org/Reports/2013/Social-media-users.aspx

#socialgrade page 10 of 42 OMG! Don’t Forget: It’s SOCIAL Media A Report Card of Florida’s Elected Officials Use of Twitter Twitter usage by Florida politicians

Elected officials who actively use Twitter

We defined an active user as an account that had issued at least one status update in the previous 7 days.

Office Total Elected # of ACTIVE Twitter Accounts % USSEN 2 2 100% USREP 29 21* 72% EXEC 5 4 80% STSEN 40 14 35% STREP 120 38 32% TOTAL 196 79 40%

*NOTE: DeSantis & Murphy using two Twitter accounts, both included.

#socialgrade page 11 of 42 OMG! Don’t Forget: It’s SOCIAL Media A Report Card of Florida’s Elected Officials Use of Twitter Partisanship of Twitter users

Democrat Twitter presence

Category Elected Dem Ac- % of elect- Active Dem % of Total # of Total Dems counts ed Accounts elected followers # of tweets USSEN 1 1 100% 1 100% 27,670 371 USREP 11 9* 82% 9 100% 232,950 7,754 EXEC 0 0 0 0 0 STSEN 14 8 57% 4 29% 4,818 3,678 STREP 44 22 50% 10 23% 8,927 5,742 TOTAL 70 40 57% 24 34% 274,365 17,545

Democrat – number of followers - top 10

Twitter Name Follower Count DWStweets 179,433 AlanGrayson 37,976 SenBillNelson 27,670 RepTedDeutch 4,875 RepWilson 3,713 PatrickMurphyFL 2,594 RepCorrineBrown 2,507 JoeGarcia 1,267 oscarjb2 1,193 MarkPafford 1,130

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Democrat - number of people following - top 10

Twitter Name People following PatrickMurphyFL 1,266 MariaSachs 1,146 RepWilson 952 RepTedDeutch 812 “Because in the end, pol- IrvSlosberg 746 itics is a discussion among RepJoeSaunders 693 many interested parties — RepMichelle 651 lawmakers, lobbyists, policy MarkPafford 575 analysts, journalists and ordi- RepJoeGibbons 564 nary Americans. oscarjb2 479 Being a good politician means being a good conversational- ist, not simply scoring a few Democrat – Most prolific tweeters - top 10 rhetorical points and then going home. “ Twitter Name Status Count - Lee Hamilton, DWStweets 3,053 Director of the Center on Congress, DwightBullard 1,539 Indiana University JoeGarcia 1,482 MarkPafford 1,243 RepJoeSaunders 1,060 RepWilson 895 SenChrisSmith 883 RepAlanWilliams 701 oscarjb2 668 kionnemcghee 644

Republican Twitter presence

Category Elected Rep Accounts % of elect- Active Rep % of Total # of Total Reps ed Accounts elected Followers # of tweets USSEN 1 1 100% 1 100% 302,733 1,234 USREP 18 13* 72% 12 67% 64,955 EXEC 5 5 100% 3 60% 51,091 6,371 STSEN 26 20 77% 10 38% 27,568 8,941 STREP 76 53 70% 28 37% 36,033 TOTAL 126 92 73% 43% 472,380

#socialgrade page 13 of 42 OMG! Don’t Forget: It’s SOCIAL Media A Report Card of Florida’s Elected Officials Use of Twitter

Republican - number of followers - top 10

Twitter Name Follower Count marcorubio 302,733 FLGovScott 34,011 RosLehtinen 14,893 VernBuchanan 12,357 RepGusBilirakis 7,509 adamputnam 6,513 RepDennisRoss 5,548 congbillposey 5,468 JeffAtwater 5,319 AnderCrenshaw 5,266

Republican - number of people following - top 10

Twitter Name People following FLGovScott 13,377 VernBuchanan 10,759 adamputnam 3,526 JimmyPatronis 3,457 JeffAtwater 2,967 marcorubio 2,778 mattgaetz 1,411 RepDennisRoss 1,406 sethmckeel 1,381 RepGusBilirakis 1,174

Republican – most prolific tweeters – top 10

Twitter Name Status count RepDennisRoss 9,986 RosLehtinen 6,869 JimmyPatronis 5,697 RepMannyDiazJr 4,633 mattgaetz 2,686 Rob_Bradley 2,295 sethmckeel 2,263 repdanayoung 2,156 JeffAtwater 2,109 RepGusBilirakis 2,028

#socialgrade page 14 of 42 OMG! Don’t Forget: It’s SOCIAL Media A Report Card of Florida’s Elected Officials Use of Twitter Social media analytic scores

Klout scores >=60 (1-100)

Klout score / Twitter Democrat Republican 84 2 marcorubio 1 RepWebster 1 82 1 2 FLGovScott 1 RosLehtinen 1 SenBillNelson 1 78 1 2 AnderCrenshaw 1 RepDennisRoss 1 RepWilson 1 76 1 Rep_Southerland 1 71 1 DWStweets 1 67 1 AlanGrayson 1 64 1 JeffAtwater 1 61 1 2 JoeGarcia 1 MarioDB 1 mattgaetz 1 60 1 1 RepDeSantis 1 RepTedDeutch 1 Grand Total 6 11

Percentage of Democrat elected officials in Florida with a Klout score >=60 is 8.6% (6/70)

Percentage of Republican elected officials in Florida with a Klout score >=60 is 8.7% (11/126)

Only one FL State House member scores >= 60 in Klout (@mattgaetz)

No FL State Senate member scores >= 60 in Klout

#socialgrade page 15 of 42 OMG! Don’t Forget: It’s SOCIAL Media A Report Card of Florida’s Elected Officials Use of Twitter

Average Klout score by party

Average Score-All Excluding no accounts All 28.24 41.71 Democrats 23.071 40.38 Republicans 31.128 42.29

Democrats by Klout – top 10

Twitter name Klout score SenBillNelson 82 RepWilson 78 DWStweets 71 AlanGrayson 67 JoeGarcia 61 RepTedDeutch 60 RepCorrineBrown 55 RepLoisFrankel 50 PatrickMurphyFL 50 RepMurphyFL 50

Republicans by Klout – top 10

Twitter name Klout score RepWebster 84 marcorubio 84 RosLehtinen 82 FLGovScott 82 RepDennisRoss 78 AnderCrenshaw 78 Rep_Southerland 76 JeffAtwater 64 mattgaetz 61 MarioDB 61

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Peer Index score >=60 (1-100)

Peer Index Score Democrat Republican 85 1 VernBuchanan 70 1 RosLehtinen 61 1 joenegronfl 60 1 adamputnam Grand Total 4

Percentage of Democrat elected officials in Florida with a Peer Index score >=60 is 0% (0/70)

Percentage of Republican elected officials in Florida Peer Index score >=60 is 3.2% (11/126)

• No FL State Senate member scores >= 60 in Peer Index • No FL State House member scores >=60 in Peer Index

Democrats by Peer Index score - top 10 (only 9 have scores)

Row Labels Peer Index Score SenChrisSmith 54 RepTedDeutch 54 RepCorrineBrown 54 DwightBullard 54 oscarjb2 54 JoeGarcia 52 RepMiajones 48 DWStweets 47 MariaSachs 47 RepLoisFrankel 43

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Republicans by Peer Index score- top 10

Row Labels Peer Index Score VernBuchanan 85 RosLehtinen 70 joenegronfl 61 adamputnam 60 Rep_Southerland 54 congbillposey 54 debbie_mayfield 54 denisegrimsley 54 mattgaetz 54 repdanayoung 54 RepCTrujillo 54 anitere_flores 54 willweatherford 54 fasanomike 54 gregevers 54 JeffreyBrandes 54

Average Peer Index score by party

Average Score-All Excluding no accounts All 23.02 34.05 Democrats 18.21 31.88 Republicans 25.76 35

“Focus on how to be social, not on how to do social.” - Jay Baer Convince & Convert

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Kred Influence score >=700 (1-1000)

Kred Influence Score Democrat Republican >=900 DWStweets 1 FLGovScott 1 marcorubio 1 800-899 AlanGrayson 1 RepDennisRoss 1 RosLehtinen 1 SenBillNelson 1 700-799 adamputnam 1 AGPamBondi 1 AnderCrenshaw 1 congbillposey 1 JeffAtwater 1 JimmyPatronis 1 MarioDB 1 mattgaetz 1 PatrickMurphyFL 1 Rep_Southerland 1 RepCorrineBrown 1 repdanayoung 1 RepGusBilirakis 1 RepTedDeutch 1 RepWebster 1 RepWilson 1 VernBuchanan 1 willweatherford 1 Grand Total 7 18

Percentage of Democrat elected officials in Florida with a Kred Influence score >=700 is 10% (7/70)

Percentage of Republican elected officials in Florida with a Kred Influence score >=700 is 14.3% (18/126)

• Only one FL State House member scores >= 700 in Kred Influence (@mattgaetz) • No FL State Senate member scores >= 700 in Kred Influence

#socialgrade page 19 of 42 OMG! Don’t Forget: It’s SOCIAL Media A Report Card of Florida’s Elected Officials Use of Twitter

Democrats by Kred Influence score- top 10

Twitter user Kred(i) DWStweets 969 AlanGrayson 822 SenBillNelson 818 RepTedDeutch 767 RepWilson 742 RepCorrineBrown 724 PatrickMurphyFL 723 JoeGarcia 695 SenChrisSmith 693 DwightBullard 685

Republicans by Kred Influence score- top 10

Twitter user Kred(i) marcorubio 968 FLGovScott 917 RosLehtinen 869 RepDennisRoss 820 VernBuchanan 764 congbillposey 755 RepGusBilirakis 751 MarioDB 744 Rep_Southerland 744 JeffAtwater 743

Average Kred Influence score by party

Average Score-All Excluding no accounts All 376.49 556.17 Democrats 301.03 526.8 Republicans 418.74 568.95

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Kred Outreach score >=6 (1-12)

Kred Outreach Score Democrat Republican 7 2 RepDennisRoss 1 RepMannyDiazJr 1 6 1 7 DWStweets 1 FLGovScott 1 JimmyPatronis 1 mattgaetz 1 repdanayoung 1 RosLehtinen 1 sethmckeel 1 VernBuchanan 1 Grand Total 1 9

Percentage of Democrat elected officials in Florida with a Kred Outreach score >=6 is 1.4% (7/70)

Percentage of Republican elected officials in Florida with a Kred Outreach Score >=6 is 7.1% (9/126)

• Only one FL State House member scores >= 6 in Kred Outreach (@mattgaetz)

• No FL State Senate member scores >= 6 in Kred Outreach

Democrats by Kred Outreach score- top 10

Twitter user Kred (outreach) DWStweets 6 RepWilson 5 DwightBullard 5 MarkPafford 5 RepTedDeutch 4 RepCorrineBrown 4 RepAlanWilliams 4 JoeGarcia 4 RepJoeSaunders 4 kionnemcghee 4 SenChrisSmith 4 MariaSachs 4 oscarjb2 4

#socialgrade page 21 of 42 OMG! Don’t Forget: It’s SOCIAL Media A Report Card of Florida’s Elected Officials Use of Twitter

Republicans by Kred Outreach score- top 10

Twitter user Kred (outreach) RepDennisRoss 7 RepMannyDiazJr 7 FLGovScott 6 repdanayoung 6 RosLehtinen 6 JimmyPatronis 6 sethmckeel 6 VernBuchanan 6 mattgaetz 6 RepDougHolder 5 fasanomike 5 Rob_Bradley 5 JeffAtwater 5 adamputnam 5 lizbethkb 5 RepGusBilirakis 5 MarioDB 5 denisegrimsley 5 CharlieDeanSD5 5 treyradel 5 repclayingram 5 RepCTrujillo 5

Average Kred Outreach score by party

Average Score-All Excluding no accounts All 1.84 2.73 Democrats 1.34 2.35 Republicans 2.13 2.89

#socialgrade page 22 of 42 OMG! Don’t Forget: It’s SOCIAL Media A Report Card of Florida’s Elected Officials Use of Twitter Ratio of followers: people following

Ratio of followers: people following – all

Office # of followers # of people following Ratio EXEC 51,091 20,952 2:1 STREP 44,960 22,875 2:1 STSEN 22,386 6,947 3:1 USREP 297,905 21,539 14:1 USSEN 330,403 2,851 116:1 Grand Total 746,745 75,164 10:1

Democrat - ratio of followers: people following

Office # of Followers # of people following Ratio STREP 8927 5774 2:1 STSEN 4818 2025 2:1 USREP 232950 4065 57:1 USSEN 27670 73 379:1 Grand Total 274365 11937 23:1

Republican ratio of followers: people following

Office # of Followers # of people following Ratio EXEC 51091 20952 2:1 STREP 36033 17101 2:1 STSEN 17568 4922 4:1 USREP 64955 17474 4:1 USSEN 302733 2778 109:1 Grand Total 472380 63227 7:1

#socialgrade page 23 of 42 OMG! Don’t Forget: It’s SOCIAL Media A Report Card of Florida’s Elected Officials Use of Twitter Number of replies as a percentage of tweets

Number of replies as a percentage of tweets – all

Number of statuses Average of %_of_replies EXEC 6371 5.4% USSEN 1605 4.8% USREP 33414 4.0% STSEN 12619 3.5% STREP 35811 3.5% Grand Total 89820 3.6%

Democrats - number of replies as a percentage of tweets – top 10

Twitter user Number of statuses %_of_replies TeamRepWatson 15 53.33% kionnemcghee 644 24.88% DWStweets 3053 14.88% MariaSachs 508 12.45% ClemensFL 65 11.76% SenChrisSmith 883 11.75% DwightBullard 1539 11.1% darrylrouson 184 10.22% RepMichelle 512 8.17% MarkPafford 1243 8.13%

#socialgrade page 24 of 42 OMG! Don’t Forget: It’s SOCIAL Media A Report Card of Florida’s Elected Officials Use of Twitter

Republicans - number of replies as a percentage of tweets -top

Twitter user Number of statuses %_of_replies RepDennisRoss 9986 41.21% Rob_Bradley 2295 28.25% sethmckeel 2263 28.16% RepJNunez 206 27.27% DanielDavisFl 460 25.16% repclayingram 540 21.63% JimmyPatronis 5697 17.7% CharlesVanZant 6 16.67% JakeRaburn 334 15.27% treyradel 1275 14.15%

Average percentage of replies by party

Party Average – All Average – excluding non ac- counts All 3.6% 5.4% Democrats 3.2% 5.6% Republicans 3.9% 5.3%

“The common reputation of Twitter is that it’s frivolous, which isn’t the case. If it’s set up right, it’s a rich environment of lots of learning and sharing of important material. It’s not just ‘what I had for breakfast’.“ - Lee Rainie Director of the Pew Internet & American Life Project

#socialgrade page 25 of 42 OMG! Don’t Forget: It’s SOCIAL Media A Report Card of Florida’s Elected Officials Use of Twitter Number of re-tweets (RT) as a percentage of tweets

Number of RT as a percentage of tweets – all

Number of statuses Average of %_of_RT EXEC 6371 10.6% STREP 35811 7.5% STSEN 12619 9.7% USREP 33414 10.1% USSEN 1605 1.2% Grand Total 89820 8.4%

Democrat number of RT as a percentage of tweets – top 10

Twitter users Number of statuses Average of %_of_RT DwightBullard 1539 54.05% RepCampbellD108 15 53.33% DwightDudleyFL 149 34.07% RepWilson 895 32.74% RepCorrineBrown 501 26.14% JoseJavierRdrgz 4 25% MarkPafford 1243 20.27% RepTedDeutch 622 17.85% RepLoisFrankel 44 15.91% RepJoeSaunders 1060 14.67%

#socialgrade page 26 of 42 OMG! Don’t Forget: It’s SOCIAL Media A Report Card of Florida’s Elected Officials Use of Twitter

Republican number of RT as a percentage of tweets – top 10

Twitter user Number of statuses Average of %_of_RT RepMannyDiazJr 4633 73.93 WiltonSimpson 58 52.54 anitere_flores 424 50.12 richardcorcoran 645 48.99 RepDougHolder 525 42.64 CharlieDeanSD5 1600 36.6 sethmckeel 2263 35.28 RepDennisRoss 9986 35.08 RepDeSantis 208 33.95 CharlesVanZant 6 33.33

Average percentage of RT by party

Party Average – All Average – excluding non ac- counts All 8.4% 12.4% Democrats 6.0% 10.4% Republicans 9.7% 13.3%

#socialgrade page 27 of 42 OMG! Don’t Forget: It’s SOCIAL Media A Report Card of Florida’s Elected Officials Use of Twitter Twitter Superstars in Florida Defined as: Accounts active in past seven days with at least 500 status updates and both RT and Replies are greater than 10%.

status count >=500 AND

numberofdays_lasttweet <=7 AND

% of Replies >= 10% AND

% of RT >= 10%

Twitter superstars – Florida elected officials

Twitter user Twitter_url name party RepDennisRoss https://Twitter.com/RepDennisRoss Dennis Ross Republican DWStweets https://Twitter.com/DWStweets D Wasserman Schultz Democrat treyradel https://Twitter.com/treyradel Trey Radel Republican Rob_Bradley https://Twitter.com/Rob_Bradley Rob Bradley Republican DwightBullard https://Twitter.com/DwightBullard Dwight Bullard Democrat sethmckeel https://Twitter.com/sethmckeel Seth McKeel Republican repclayingram https://Twitter.com/repclayingram Clay Ingram Republican JimmyPatronis https://Twitter.com/JimmyPatronis Jimmy Patronis Republican mattgaetz https://Twitter.com/mattgaetz Matt Gaetz Republican jasonbrodeur https://Twitter.com/jasonbrodeur Jason Brodeur Republican

#socialgrade page 28 of 42 OMG! Don’t Forget: It’s SOCIAL Media A Report Card of Florida’s Elected Officials Use of Twitter

Superstar Twitter counts

Twitter user Followers Following Total tweets RepDennisRoss 5548 1406 9986 DWStweets 179433 467 3053 treyradel 1516 229 1275 Rob_Bradley 439 522 2295 DwightBullard 1094 157 1539 sethmckeel 2086 1381 2263 repclayingram 1033 609 540 JimmyPatronis 3247 3457 5697 mattgaetz 2776 1411 2686 jasonbrodeur 1406 772 745

Twitter Superstar average usage

Twitter user Days since last tweet (02/20/2013) Tweets per day RepDennisRoss 6 7 DWStweets 2 3 treyradel 1 1 Rob_Bradley 1 2 DwightBullard 1 1 sethmckeel 3 2 repclayingram 2 0 JimmyPatronis 1 4 mattgaetz 2 2 jasonbrodeur 6 0

#socialgrade page 29 of 42 OMG! Don’t Forget: It’s SOCIAL Media A Report Card of Florida’s Elected Officials Use of Twitter

Twitter Superstar Peer Index scores

Twitter user pi_score pi_activity pi_audience pi_authority RepDennisRoss 39 14 65 34 DWStweets 47 0 78 0 treyradel 46 73 48 45 Rob_Bradley 32 73 37 31 DwightBullard 54 41 0 0 sethmckeel 11 13 9 5 repclayingram 35 37 33 34 JimmyPatronis 26 27 63 17 mattgaetz 54 0 46 0 jasonbrodeur 48 73 50 48

Twitter Superstar Klout Scores and percentage of replies & RT

Twitter user klout kred_i kred_o %_of_replies %_of_RT RepDennisRoss 78 820 7 41.21 35.08 DWStweets 71 969 6 14.88 12.46 treyradel 57 693 5 14.15 21.66 Rob_Bradley 57 603 5 28.25 29.3 DwightBullard 47 685 5 11.1 54.05 sethmckeel 45 647 6 28.16 35.28 repclayingram 46 639 5 21.63 14.79 JimmyPatronis 52 722 6 17.7 11.65 mattgaetz 61 735 6 13.65 24.92 jasonbrodeur 46 619 4 11.1 21.66

#socialgrade page 30 of 42 OMG! Don’t Forget: It’s SOCIAL Media A Report Card of Florida’s Elected Officials Use of Twitter Potential areas for further study

Florida’s elected officials – composition of followers:

• number of constituents, • number of press, • number of lobbyists, • number of other Explore if a digital divide exits by age, gender and/or race for Florida’s elected officials.

Explore if the lack of interaction is limited to Twitter or does this pattern of behavior extend across all social media platforms.

“Social Media is a powerful communications tool. But it can’t be approached with traditional marketing messages and positioning. In the So- cial Media world –chest thumping and “me me me” marketing is the fastest way to send your audience packing.” - Rebel Brown rebelbrown.com

#socialgrade page 31 of 42 OMG! Don’t Forget: It’s SOCIAL Media A Report Card of Florida’s Elected Officials Use of Twitter Methodology Using Twitter’s search function and Internet searches, we first compiled a list of each elected official Twitter accounts. The elected officials’ accounts were categorized by office type.

Categories of elected office

Category Description USSEN USREP United States Representative EXEC Florida’s Executive Branch STSEN Florida State Senate STREP Florida State Representative

Members were placed in a public Twitter list to allow for analysis. These lists were published on Twitter to allow for potential corrections.

Twitter lists for elected office

Category Description USSEN https://Twitter.com/alex_patton/fl-federal-2013 USREP https://Twitter.com/alex_patton/fl-federal-2013 EXEC https://Twitter.com/alex_patton/fl-executive-2013 STSEN https://Twitter.com/alex_patton/fl-senate-2013 STREP https://Twitter.com/alex_patton/fl-house-2013

The Twitter lists were then analyzed using two software products. Hootsuite (hootsuite.com) was used to gather Klout (Klout.com) scores and SocialBro (socialbro.com) was used to gather detailed Twitter account information (follow counts, friend counts, status counts, date of last tweet, average tweets per day, length of Twitter membership, Peer Index (peerindex.com) scores, and Kred Scores (kred.com).

Additional data (percentage of replies & %of re-tweets) from http://tweetstats.com.

The Twitter lists were also published in an easy to read stream at www.FLTweets.com.

The Twitter lists were compiled 1/21/2013 – 2/19/2013.

The data & analytic scores were pulled for the analysis on 12/19/2012.

Tweetstats were pulled on 2/21/2013.

#socialgrade page 32 of 42 OMG! Don’t Forget: It’s SOCIAL Media A Report Card of Florida’s Elected Officials Use of Twitter

Description of Scores

Name Description Source Description Channels Scored Klout The Klout Score incorporates more than http://klout.com/#/corp/ Multiple 400 signals from seven different net- klout_score works. We process this data on a daily basis to generate updates to your Klout Score. Kred To calculate your Kred, we analyze bil- http://kred.com/rules Multiple lions of tweets from the last 1,000 days. We add your Facebook actions when you connect your account.

Influence is the ability to inspire action. It is scored on a 1,000 point scale.

Outreach reflects generosity in en- gaging with others and helping them spread their message. Peer Index Peer Index measures influence by mea- http://blog.peerindex.com/ multiple suring Activity, Audience and Authority. opening-the-temple-door/#. USTM5h235yI Authority measures how relevant your activity is to the community.

Audience measures reach relative to the rest of the population, while activity measures activity compared to the rest of the population.

Note on social media scores

While the emerging online Social Media Analytics field is far from perfect, and we concede that social me- dia analytics will vary widely between companies due to their methodology, comparing social media scores at least allows for some basis of comparison.

The scores will change and may reflect new data at the time of publishing of this analysis.

Error reporting

Please send any corrections to @alex_patton

#socialgrade page 33 of 42 OMG! Don’t Forget: It’s SOCIAL Media A Report Card of Florida’s Elected Officials Use of Twitter Data set In the name of transparency, the complete dataset is available for download at ozeanmedia.com.

United States Senate

Category Twitter user Name USSEN marcorubio USSEN SenBillNelson

United States House of Representatives

Category Twitter user Name USREP AlanGrayson USREP AnderCrenshaw USREP congbillposey USREP DWStweets D Wasserman Schultz USREP JoeGarcia USREP MarioDB Mario Diaz-Balart USREP PatrickMurphyFL* Patrick Murphy USREP Rep_Southerland Steve Southerland USREP RepCorrineBrown USREP RepDennisRoss Dennis Ross USREP RepDeSantis* Ron DeSantis USREP RepGusBilirakis GusBilirakis USREP RepLoisFrankel Rep. USREP RepMurphyFL* Rep. Patrick Murphy USREP RepTedDeutch Rep. USREP RepWebster Daniel Webster USREP RepWilson USREP RonDeSantisFL* Ron DeSantis USREP RosLehtinen Ileana Ros-Lehtinen USREP TedYoho USREP treyradel Trey Radel

• Note: Congressmen DeSantis & Murphy have two active Twitter accounts in use. Both were con- tacted via Twitter asking why they have two Twitter accounts and asked which account they would they would prefer for use in our analysis. No response was received to our inquiry from either party.

#socialgrade page 34 of 42 OMG! Don’t Forget: It’s SOCIAL Media A Report Card of Florida’s Elected Officials Use of Twitter

Florida Executive Branch

Category Twitter user Name EXEC FLGovScott EXEC adamputnam EXEC JeffAtwater Jeff Atwater EXEC AGPamBondi Fla. AG Pam Bondi EXEC LtGovCarroll Jennifer Carroll

Florida State Senate

Category Twitter user Name STSEN AaronPBean STSEN anitere_flores Anitere Flores STSEN BillGalvano Bill Galvano STSEN BillMontford Bill Montford STSEN CharlieDeanSD5 Charlie Dean STSEN ClemensFL STSEN denisegrimsley STSEN DonGaetz STSEN DorothyHukill STSEN DwightBullard Dwight Bullard STSEN gregevers STSEN GwenMargolis Gwen Margolis STSEN Hays2010 STSEN JackLatvala Jack Latvala STSEN JeffreyBrandes STSEN joenegronfl STSEN JoynerforSenate STSEN kellistargel STSEN lizbethkb STSEN oscarjb2 II STSEN Rob_Bradley Rob Bradley STSEN SenatorAltman Senator STSEN SenatorJohnLegg STSEN SenChrisSmith Senator Chris Smith STSEN SenReneGarcia René García STSEN WiltonSimpson STSEN John_Thrasher John Thrasher STSEN MariaSachs Maria Sachs

#socialgrade page 35 of 42 OMG! Don’t Forget: It’s SOCIAL Media A Report Card of Florida’s Elected Officials Use of Twitter

Florida State House of Representatives

Category Twitter user Name STREP Artiles118 STREP CaryPigman Cary Pigman STREP CharlesVanZant Charles Van Zant STREP DaneEagle STREP DanielDavisFl Daniel Davis STREP darrylrouson STREP DavidMKerner Rep. STREP debbie_mayfield STREP dennisbaxley STREP DocRenuart Ronald Doc Renuart STREP dougbroxson2010* STREP DwightDudleyFL Dwight Dudley STREP fasanomike Mike Fasano STREP Gayle_Harrell STREP gregsteube STREP HalseyBeshears HalseyBeshears STREP HoodForHouse Dave Hood For House STREP IrvSlosberg Rep. Irv Slosberg STREP JakeRaburn Jake Raburn STREP jasonbrodeur Jason Brodeur STREP JimmieTSmith Jimmie T. Smith STREP JimmyPatronis Jimmy Patronis STREP josefelixdiaz Jose Felix Diaz STREP JoseJavierRdrgz José J. Rodríguez STREP KathleenMPeters STREP KCastorDentel Karen Castor Dentel STREP keithperry21 STREP KevinRader STREP kionnemcghee Kionne L. McGhee STREP lakeray3 Lake Ray III STREP Larry_Ahern Larry Ahern STREP larrymetz Larry Metz STREP LizPorterHD11 Elizabeth Porter STREP loriberman STREP MarkDanishFL Mark Danish STREP MarkPafford Mark Pafford STREP marleneotoole Marlene O’Toole STREP mattgaetz Matt Gaetz STREP mbileca Michael Bileca

#socialgrade page 36 of 42 OMG! Don’t Forget: It’s SOCIAL Media A Report Card of Florida’s Elected Officials Use of Twitter

STREP Mhudson101 STREP NeilCombee STREP RepAlanWilliams Alan Williams STREP RepAlbritton STREP RepBillHager Bill Hager STREP RepCampbellD108 Rep. STREP repclayingram Clay Ingram STREP RepCTrujillo Carlos Trujillo STREP repdanayoung STREP RepDougBroxson* Rep. Doug Broxson STREP RepDougHolder STREP RepEddyGonzalez Eddy Gonzalez STREP RepFitzenhagen Heather Fitzenhagen STREP RepJanetAdkins Rep. Janet Adkins STREP RepJanetCruz STREP RepJimBoyd STREP RepJNunez Jeanette M. Nunez STREP RepJoeGibbons Rep. Joe Gibbons STREP RepJoeSaunders Joe Saunders STREP RepMannyDiazJr Manny Diaz Jr. STREP RepMiajones Mia Jones STREP RepMichelle Rehwinkel Vasilinda STREP RepMoraitis George Moraitis STREP RepPassidomo STREP RepReed Betty Reed STREP RepRichardStark Richard Stark STREP richardcorcoran STREP RitchWorkman STREP RossSpano STREP sethmckeel Seth McKeel STREP SteveCrisafulli SteveCrisafulli STREP StevePrecourt STREP TeamRepWatson Barbara Watson STREP Travis_Cummings Travis Cummings STREP TravisJHutson STREP VotePritchett Sharon Pritchett STREP willweatherford Will Weatherford

• Note: Representative Broxson has two active Twitter accounts. However, dougbroxson2010 has not been used since 2010 and was excluded from analysis.

#socialgrade page 37 of 42 OMG! Don’t Forget: It’s SOCIAL Media A Report Card of Florida’s Elected Officials Use of Twitter

Twitter accounts not found

Category Twitter user Name USREP none found Miller, Jeff USREP none found Mica, John USREP none found Nugent, Richard USREP none found Young, W. Bill USREP none found Castor, Kathy USREP none found Rooney, Thomas USREP none found Hastings, Alcee STSEN none found Gibson, Audrey STSEN none found Simmons, David STSEN none found Thompson, Geraldine F. “Geri” STSEN none found Gardiner, Andy STSEN none found Soto, Darren STSEN none found Richter, Garrett STSEN none found Lee, Tom STSEN none found Abruzzo, Joseph STSEN none found Detert, Nancy C. STSEN none found Ring, Jeremy STSEN none found Sobel, Eleanor STSEN none found Diaz de la Portilla, Miguel STREP none found Ford, Clay STREP none found Coley, Marti STREP none found Fullwood, Reggie STREP none found McBurney, Charles STREP none found Watson, Jr., Clovis STREP none found Stone, Charlie STREP none found Taylor, Dwayne L. STREP none found Santiago, David STREP none found Clelland, Michael Philip “Mike” STREP none found Nelson, Bryan STREP none found Schenck, Robert C. “Rob” STREP none found Wood, John STREP none found La Rosa, Mike STREP none found Rangel, Ricardo STREP none found Bracy, Randolph STREP none found Antone, Bruce STREP none found Stewart, Linda STREP none found Torres, Jr., Victor Manuel “Vic” STREP none found Goodson, Tom STREP none found Tobia, John

#socialgrade page 38 of 42 OMG! Don’t Forget: It’s SOCIAL Media A Report Card of Florida’s Elected Officials Use of Twitter

STREP none found Raulerson, Daniel D. “Dan” STREP none found Grant, James W. “J.W.” STREP none found Zimmermann, Carl F. “Z” STREP none found Hooper, Ed STREP none found Pilon, Ray STREP none found Roberson, Kenneth L. “Ken” STREP none found Rodrigues, Ray Wesley STREP none found Caldwell, Matthew H. “Matt” STREP none found Magar, MaryLynn “ML” STREP none found Lee, Jr., Larry STREP none found Rooney, Jr., Patrick STREP none found Powell, Bobby STREP none found Clarke-Reed, Gwyndolen “Gwyn” STREP none found Thurston, Jr., Perry E. STREP none found Rogers, Hazelle P. “Hazel” STREP none found Waldman, James W. “Jim” STREP none found Moskowitz, Jared Evan STREP none found Edwards, Kait STREP none found Schwartz, Elaine J. STREP none found Jones, Shevrin D. “Shev” STREP none found Stafford, Cynthia A. STREP none found Oliva, Jose R. STREP none found Richardson, David STREP none found Fresen, Erik STREP none found Raschein, Holly Merrill

#socialgrade page 39 of 42 OMG! Don’t Forget: It’s SOCIAL Media A Report Card of Florida’s Elected Officials Use of Twitter About the author

Author’s social media presence

In the name of transparency, the author’s social media scores are listed.

Author’s social media analytic scores (2/20/2013)

Name Score Klout 57 Kred 671 / 5 Peer Index 42 total

Authority 20

Audience 55

Activity 33

Author’s social media components (2/20/2013)

Twitter (@alex_patton) Followers Count 5,067 Friends Count 1,008 Ratio 5:1 Status Updates 3,340 Joined April 2009

Facebook(facebook.com/jalex.patton) Friends Count 800 Joined April 2009

Facebook (facebook.com/OzeanMedia) Likes 38

LinkedIn (linkedin.com/in/jalexpatton) Connections 500+

Google Plus Personal https://plus.google.com/u/1/110394044411236372588/ Work https://plus.google.com/u/0/104731512459540021896/

#socialgrade page 40 of 42 OMG! Don’t Forget: It’s SOCIAL Media A Report Card of Florida’s Elected Officials Use of Twitter

Author’s bio

Alex Patton is a entrepreneur, Republican political consultant, and political pollster living in Gainesville, FL Alex’s interest in politics began in High School. Alex had a very unique high school education. The son of a career military man, Alex attended high school in Heidelberg, Germany. He was surrounded by geo-political events that peaked his interest in the political process. He is a former Board of Regent Officer for the International Student Leadership Institute (ISLI) and former student body president of his high school. Alex attended the University of Florida, graduating with a de- gree in political science. It was during college that the political bug fully captured Alex. He held many on-campus leadership positions. During his college years, he took a year off from the University to work as the finance director & fundraiser for a United States Congressional Campaign in Florida. After the campaign’s completion, Alex returned to the University of Flor- ida to be elected Student Body President. He is a member of Florida Blue Key. Currently, Alex is the owner of the Ozean and a partner in a political polling firm, War Room Lo- gistics, LLC. Alex has consulted on every level of political campaign, except for a presidential election, includ- ing some brief international political experiences. He is experienced in all facets of political campaigning, but specializes in political communication, political media, utilizing media and technology. Alex is married, has two children, dabbles in photography, reads primarily non-fiction, trains for triathlons, and enjoys fly fishing to get away from it all. He is known for his candid communication, fierce loyalty and competitive spirit.

#socialgrade page 41 of 42 OMG! Don’t Forget: It’s SOCIAL Media by Alex Patton

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