What We Do

How do we measure the success of a political campaign, and what metrics do we use?

With the proliferation of information outlets, assessing the true utility amidst the noise becomes increasingly challenging in political campaigns. Various mediums, such as social media and ongoing activities, are available to us, but the measurement of success is not just the election results while that is the end goal. Measurability begins way before. Creating a recall value and what we call the right buzz is an important component of measurability.

Our measurability tools go beyond social media footprints of a party or a candidate. Tools like daily tracker surveys and other metrics help us gauge the response towards our desired goals. We reach out to people at the ground level and gauge their awareness about candidates and all the ongoing schemes. The information we collect from that is the best measurement metric and serves as indicators of success and helps us understand whether we are making progress or not.

How did the role of social media evolve over time?

One of the biggest challenges associated with social media is the issue of credibility. Despite its widespread usage, social media still faces skepticism in terms of credibility. People tend to be more inclined to believe information they see on traditional media platforms such as newspapers or TV channels, even if the same content is presented on social media. This crisis of credibility poses a significant obstacle. To establish credibility, it is essential to involve the most credible voices in social media campaigns. While content created through animation and studios holds value, it is the involvement of influential figures.

For instance, if a minister himself tweets or creates videos, that carries the most credibility. This represents the first challenge in building credibility. To address this, our agency takes a unique approach by incorporating ground campaigns in the content we create. Unlike other agencies, we ensure that campaigns extend beyond content created in studios or offices and capture the voices of the people. Social media serves as a vehicle for communication, but if it lacks credibility on the ground, its impact will be short-lived. When events happening on the ground find their way to social media, they tend to have a lasting impact as people remember them. In summary, social media narratives can only endure if they are grounded in reality; otherwise, they fade away.