Tag Archives: research

Traditional Campaigning Needs Scrutiny

In many ways, traditional campaigns haven’t changed in 30 years or more. Anyone who has ever run any kind of political campaign know that there are fairly consistent pillars of contemporary campaigns: brochures, signs, print/TV/radio ads, phone banks, canvassing and (more recently) digital. As an individual who advocates for a robust digital presence, I am constantly asked to provide evidence that money spend on online campaigning will produce concrete, measurable results.

That is understandable. Politics is about managing scarcity; so it is not a surprise that those managing a campaign would want to ensure that allocated funds are spent wisely. And one of the more compelling reasons to spend on digital is because of the ability to track and test everything you do. With standard analytics you can determine – with a great degree of accuracy – what does and does not work. Read more

Do Hashtags Work?

Are you using hashtags as part of your communication efforts? If not, new research shows that you may want to consider adding them to the mix. For those who are not familiar with hashtags, they are a word or phrase (on social media sites such as Twitter) preceded by a hash or pound sign (#) and used to identify messages on a specific topic. They help categorize what you and other users are talking about in tweets and posts. Read more

Emotional = Viral

A few times in the last month I have been asked by clients how to make their content “go viral”. We’ve chatted about it before, but this particular request continues to present itself. So, I wanted to share with you some fascinating research I came across recently that sheds some light on this phenomenon.

In an article published by Wired in 2011, assistant professor at the University of Pennsylvania’s Wharton School Jonah Berger outlines why people share content, particularly videos. Answer? Read more

Study: On Twitter, Misery Loves Company

If you have ever felt like Twitter can be a mean, petty place, it’s not just you. Pew Research has completed and published a study spanning a year which provides proof that the Twitterverse is much more negative than the the general population.

Looking at the last election, Pew examined eight specific events and measured the reaction on Twitter to those events versus polling data that sampled the wider public. They found the reaction was at times quite different on Twitter, and not just divided along partisan lines:

At times the Twitter conversation is more liberal than survey responses, while at other times it is more conservative. Often it is the overall negativity that stands out.

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