Social-media companies Facebook Inc. FB -0.14% and Twitter Inc. are trying to turn political advertising into a big business, courting presidential candidates, political-action committees and interest groups to siphon off some of the billions of dollars spent on election ads.
Over the past year, the companies have met with hundreds of political groups to tutor them on effective social-media ad strategies. They've also staffed up to work with political campaigns to tailor ads to specific voters and snag ad dollars.
"We want to spend every waking moment talking to political advertisers about how they can use Twitter to win," said Peter Greenberger, Twitter's head of political advertising sales and the executive who established Google Inc.'s GOOG +0.05% political-advertising arm in 2007.
When Republican presidential candidate Mitt Romney picked running mate Paul Ryan in August, Democratic opposition-research group American Bridge 21st Century wanted to bring attention to its new website, MeetPaulRyan.com. That's when Twitter came into the picture.
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