2008-09-14-皮尤-McCain_vs._Obama_on_the_Web_23页_331kb

McCain vs. Obama Campaign Website Analysis Summary

I. Engagement and Participation

• Customization and Tools: Obama's website ("MyBarackObama") offered advanced features like personalized dashboards, social networking, and video/blog integration from early 2008. McCain launched "McCainSpace" in late August 2008, adding customization options including cross-sharing to 27 platforms.
• Grassroots Activities: Obama's site enabled users to register, volunteer, raise funds, organize events, and use a dynamic phone banking tool for calling swing state voters. McCain provided basic tools like donations and event hosting with minimal updates.

II. Social Networking

• Dominance: Despite late social networking enhancements, Obama held a significant lead in MySpace (5:1 ratio) and Facebook (5:1) friends. His YouTube channel featured five times more videos and eleven times more subscribers.
• Authentication: McCain lacked a direct link to social networking on his homepage, while third-party sites hosted unofficial supporter groups.

III. Content and Information Delivery

• News and Media: Obama's site linked more frequently to mainstream media, while McCain relied on press releases and campaign-generated content. However, both broadened "news" sections to include campaign materials post-August.
• Text Analysis: Obama emphasized domestic issues ("change", "families"), while McCain focused on military experience and national security. "Change" was negligible on Obama's site but central to McCain's.
• Video Usage: Obama's site hosted more videos across various sections, especially on blogs and the dedicated "BarackTV" channel.

IV. Spanish Translation and Targeting

• McCain: Limited Spanish content, directing users to English pages for detailed position summaries. Immigrant solutions were highlighted, though framed with compassion.
• Obama: Minimal Spanish translations; provided shorter summaries but included a "Latinos" coalition page and addressed legislative priorities in Spanish.

V. Impact Analysis (August 2008 vs. August 2007)

• Grassroots: Obama maintained a 72% web traffic share, reflecting his clear web campaign lead over McCain throughout the election cycle.
• VP Integration: McCain prominently featured Sarah Palin’s campaign, while Obama made more muted announcements.

Key Statistics:

• Unique Visitors: Obama drove three times more weekly visits.
• Language: Keyword searches show Obama used "children/families/help" domestically; McCain preferred "government/waste".
• Speeches: Obama analyzed policy more deeply ("energy", "jobs"), while McCain focused on patriotism and military "service".