In an apparent attempt to leverage all of the attention that Romney’s dismissive remarks about 47% of Americans are getting, his campaign is sponsoring promoted tweets in Twitter searches for the suddenly infamous percentage.
How effective the promoted tweets will be is difficult to say, however, sandwiched as they are between a news link to Mother Jones, which broke the story, and a seemingly endless stream of jokes and jabs about the comments, made last May at a $50K/plate fundraiser at the home of a hedge fund billionaire.
The tweet from “Team Romney” is the same boilerplate Obama-bash the campaign has promoted with the hashtag #RomneyRyan2012, since it made history by paying to make that tag a “trending topic” at the close of the GOP convention.
A different promoted tweet occasionally cropping up atop “47%” searches is from the candidate’s more popular wife, Ann Romney. Perhaps it’s an attempt to soften his image in connection to the comments, which many considered callous, but the message is curious given the nature of Romney’s remarks.
Ann Romney declares her husband “the man who will work harder than anyone so that we can work a little less hard,” which makes for a mixed message to say the least when the campaign juxtaposes it against Romney’s lament that 47% of Americans don’t want to work hard and expect the government to provide for them:
“…there are 47 percent who are with him, who are dependent upon government, who believe that they are victims, who believe the government has a responsibility to care for them, who believe that they are entitled to health care, to food, to housing, to you-name-it. That that’s an entitlement. And the government should give it to them.”
It should be noted that the Obama campaign is also promoting tweets for “47%” searches, but given the far higher rate at which the Romney tweets appear, it’s safe to assume that the Romney camp has invested more in this particular social media ad strategy.