Introduction
The world has changed. The battle for hearts and minds is no longer just fought on the street by politicians canvassing door to door or at rallies. These days, social media play an important role in convincing potential voters who to vote for.
As market researchers, we are still playing catch-up when it comes to measuring these conversations, but, as they are becoming an increasingly important part of any holistic campaign or brand strategy, we would be remiss if we did not attempt to measure them properly.
In this article, we demonstrate the value gained from our analysis of...