Social Data from the 2012 Presidential Election

By now you’ve certainly heard the news that President Barack Obama will spend another four years in the White House. The AddThis network was extremely active as election results were flowing in and when the official announcement was made. See what activity looked like in what was the most social presidential election ever.

A Close Prediction

Prior to the election, we predicted how results might turn out based on online social activity – velocity and quantity of mentions and sentiment. The preliminary swing state prediction was extremely close – see this example in Virginia. Below is a comparison of our predictions to actual results as reported by our friends at

AddThis Prediction Data

Actual Virginia Results from

The Announcement

Social activity related to Obama really started picking up as the media began reporting his victory. The social mentions graph below – showing shows how often a term appears in AddThis shares, social referrals and searches – shows that social activity related mostly to Romney early on, giving way to Obama as the results became more conclusive.

Click to enlarge.

The Social Breakdown

Last but not least, our service data shows that Facebook and Twitter were the top mechanisms for sharing articles about the election last night, with an even split between Facebook Like and Facebook shares. A social election indeed.