FILE – In this Oct. 8, 2012 file photo, Matt Sagorski, a volunteer for the campaign of President Barack Obama, walks in a neighborhood with voter registration forms, in Miami. Republicans are moving aggressively to repair their technological shortcomings from the 2012 election, opening a new tech race to counter a glaring weakness against President Barack Obama last year. (AP Photo/Lynne Sladky, File)
WASHINGTON (AP) — Embarrassed by how the last presidential election exposed their yesteryear technology, Republicans are turning to a younger generation of tech-savvy social media experts and software designers to improve communications with voters, predict their behavior and track opponents more vigorously.
After watching President Barack Obama win re-election with help from a technology operation unprecedented in its sophistication, GOP officials concede an urgent need for catch up.
“I think everybody realized that the party is really far behind at the moment and they’re doing everything within their realistic sphere of influence to catch up,” said Bret Jacobson, a partner with Red Edge, a Virginia-based digital advocacy firm that represents the Republican Governors Association, the U.S. Chamber of Commerce and the Heritage Foundation.
Democrats began using related technology years ago, giving Obama a significant advantage last fall in customizing personalized fundraising and get-out-the-vote appeals to prospective supporters. With the Login to read more