By Christopher Skinner
I wrote a post last week about making sure performance metrics align with specific campaign goals, while still factoring into overall business goals.
Then today, I saw this article, about how people don't use social to get their political news or information— the subtext being that for all the hype, candidates shouldn't worry too much about social.
But they're missing the point. The goal of social activity in this case isn't to disseminate news, so we shouldn't be measuring whether people are getting their information this way.
The fact is that social media provides a feedback forum for discussion about the news. So it's absolutely essential that candidates pay attention to what's happening in the social sphere, to measure and understand their 'brand' perception and adjust accordingly.
Again: align measurement with goals and purpose.
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