Social listening — monitoring social media for comments, in this case, about your candidate and opponent — is one of the new techniques making its way into political campaigns and lots of screws are being pounded into lots of boards as folks learn how to use the tool.
Such analyses can be quite useful in understanding the perceptions of the online world, but problems come in trying to translate those findings into assessments of the offline world. CONT.
Mark Mellman (Mellman Group), The Hill