Social Mobility Proves Critical for Political Brands - MaryLee Sachs

Yesterday39s release of Sociagility39s study of social media performance by Republican primary candidates is timely for today39s Iowa caucus It correlates strongly with Iowa voting intention as compared to the most recent polling data from Public Policy Polling The study shows the importance of an effective social media profile for political brands as much as for products or services and provides further credibility for Sociagility39s PRINTamp8482 methodology as one of the best KPIs for judging the ROI from social media marketingWhat I like about the PRINT methodology is the analysis behind not just one social media channel but how the social media channels interact and integrate with each other PRINT provides a single number that shows overall performance compared to a defined set of competitors amp8211 in this case the GOP primary candidates So far PRINT has been proven to correlate strongly with brand value and growth as defined by the Interbrand Brand Value and WPP BrandZ studies and it therefore provides a KPI for social media performance that can be used to set and track targetsFor GOP candidates Sociagility analyzed the popularity receptiveness interaction network reach and trust aka PRINT of candidates across different social media channels Ron Paul39s campaign website and YouTube channel and Newt Gingrich39s Twitter and Facebook profiles proved the most effective Paul achieved the best interaction network and trust scores while Gingrich39s social media presence demonstrated the highest level of receptivenessIndividual results were as followsclick on chart to enlargeAnother study released yesterday from Socialbakers and Infographic revealed the most engaging and influential US presidential candidates on Facebook but the study is limited to the one social media channel and there39s no correlation with polling data to demonstrate how social media is driving voting preference Its findings seem to be more onedimensional than those of Sociagility which makes its scores less actionable for the social media strategists among useMarketer recently published a piece entitled quotWhen Will Social Media Measurement Maturequot about metrics that matter in other words effectiveness Perhaps 2012 will be the defining yearIn the meantime I39ll be looking forward to today39s results in Iowa in terms of which quotbrandquot winsMaryLee Sachs was most recently US Chair and Worldwide Director of Consumer Marketing at WPP firm Hill ampamp Knowlton She launched her new book The Changing MO of the CMO How the Convergence of Brand and Reputation is Affecting Marketers at the Cannes Lions International Festival of Creativity on June 23 The book is available on Amazon and Barnes ampamp NobleRead all MaryLee39s MediaBizBloggers commentaries at MaryLee SachsCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates MediaBizBloggerThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggerscom management or associated bloggers MediaBizBloggers is an open thought leadership platform and readers may share their comments and opinions in response to all commentaries

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