Tweet Facebook Mail If Republican nominee Mitt Romney wins the presidential election in November, he might have the San Francisco Bay Area to thank.Not that it's likely he will win over the area's largely liberal voters. But his campaign has reached out to tech companies like Facebook, Twitter, Google, Eventbrite, Rally and Square for help with its digital campaign strategy."These companies allow us to be so much more successful because they bring their expertise to bear and allow us to be able to better glue together the best minds," Romney digital campaign manager Zac Moffatt said. Traditional television advertising may not be as effective in political campaigns as before. Moffatt said his team found that one-third of potential registered voters did not watch TV last weekend other than sports.That means a big segment of their target audience needs to be reached in new ways, including through Facebook, Twitter and Google , Moffatt said. And the lessons presidential campaigns learn also should provide guidelines for future ad campaigns by businesses."This will be the first (political) campaign in history where digital advertising moves from list building and fund-raising application to persuasion and mobilisation," he said. "Online advertising is redefining the way people are going to get their message out."In the last 60 days, the Romney campaign has become the biggest user of Facebook's experimental mobile advertising platforms, and is seeing click-through rates of about 10 percent, an engagement rate far higher than normal Web-based ads, Moffatt said.The campaign also has used mobile payments service Square so volunteers can collect donations on the spot at pop-up merchandise stores and events.RelatedStarbucks, Coca-Cola and Honda: US brands stage mass-exodus from paid Facebook advertisingFacebook to label all rule-breaking posts,
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