Social media seems to have a pretty significant effect on political campaigning, as we have now learned about in several ways. It’s an efficient and cost-efficient method to spread awareness, but it must be monitored and tracked for its ability to be maximized. Karpf argues that both tactical and strategic measurements should be used to truly measure the success of a campaign. Strategic measurements are especially important to track tactical moves. With the combination of strategic and tactical components that Blue State Digital (BSD) uses, results of strategical moves can be monitored, which are one the most important components to a social media campaign.
BSD uses its methods for political campaigns as well as for companies and organizations. As we saw in the Lutz reading, the Obama campaign staff relied on tracking and success of strategies to find what worked. BSD was in charge of that campaign, and the use of analytics and optimization are a key lesson to be learned from it. Social media campaigns must use these tools to react and make on-the-go changes. Without strategical measurements, a digital campaign cannot be as effective in monitoring the goal of the campaign. This strategy can used for any digital media campaign, not just a political one. Analytics are the most important component to a digital campaign, because without tracking, the success of a campaign is not as measurable and adjustments are harder to make.
Do you agree that analytics and optimization are among the most important components to a successful social media campaign? Also, how important do you believe it is to monitor success in digital campaigns other than those that are political?