Twitter is the most recent social networking platform to take over online and mobile services. It has become a main news resource as well as a social networking and marketing tool that is utilized on an international level. Twitter has become more than a social service, it is considered a measurement of support, popularity, eminence and even credibility. Companies, celebrities and politicians alike have dedicated and invested time and in many cases, great amounts of money, into the management of their social media services as they’re believed to be a major force in networking and marketing. While this is true in many ways, the measurement of success goes beyond the clear tactical measurements of these digital services, anything that functions as a monetizing metric, such as likes, follows or friends. Karpf in “Measuring the Success of Digital Campaigns” describes the difficulty in measuring success of political campaigns through digital interfaces. As Karpf explains, “the success all depends on what you are trying to accomplish in your campaign”.
In many ways the networking that Twitter and other social services have provided is very specific and functions across people and groups with similar characteristics and interests. Thus these services have proved to be an excellent means of communicating within a community. I believe that this is crucial to consider when emphasis is placed upon the power that Twitter is believed to possess in the success of campaigns. How valuable and efficient is it for companies and or politicians to invest resources into digital campaigns? How much does their tactical “success” across social media platforms reflect the support of campaigns?