We studied 4,000 swing voters. Most politicians get social media all wrong
Undecided voters want more humor and less rage.
In the end, elections come down to swing voters. The statisticians love to thin-slice them (NASCAR Dads! Reagan Democrats! Fiscally Hawkish Hells Angels!), and pundits love to talk about the messages that will, well, swing them. But if you’re only thinking about messaging, you’re missing half the story. A message will only land if it’s delivered in the right way. The same message can leave me staring nobly into the middle distance, or with a wry smile, or with my heartstrings tugged.