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Analyzing A Political Gaffe: The Numbers In Romney’s Binder

After taking a look at the hashtags, parody accounts and memes, I think it’s safe to say that Mitt Romney’s binder is full of poorly-crafted jokes.

If there’s one thing that we’ve learned from this year’s political debates, it’s that social media has changed the way we interact around politics.

Mitt Romney’s awkward comment about the “binders full of women” he looked through while trying to fill cabinet positions as governor is a perfect example of that. What was a poorly thought out but semi-innocuous comment quickly took on its own life.

Being the data junkies we are, I immediately got texts from coworkers saying “We HAVE to track this”…and of course we did.

The Facebook page “Binders Full of Women” had over 297,000 fans by 11 AM today. Posts from the page had seen over 100,000 “likes” and 12,000 shares.

Over on Twitter, @romneysbinder showed up moments after the comment with the following tweet:

The account has 6,826 followers this morning, and continued to see engagement long after the debate ended.

The hashtag #BinderofWomen (along with a few other related tags) was trending within minutes, and continued to build steam throughout the night, with some high profile players getting involved.

Even brands are tapping into the potential reach. Spirit Airlines announced a “Binders Full of Sales” promotion this morning.

A Tumblr account ¬†for “Binders Full of Women” that has been collecting the memes also popped up. Did you have a favorite “Binders Full of Women” style post? Share it with us in the comments below.

Kevin Shively

I lead marketing for Simply Measured. Recovering journalist. My team is embarrassed of my hilarious jokes. Firm believer that the best marketers are the best storytellers and the best storytellers use the best data.

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