Focused actions

Jeremiah Owyang has yet another great post on how to effectively take advantage of social media from a marketing perspective. As I look at his thoughts through a political lense, I believe he / we should go further with business objectives bullet. From his post:

Meets a business objective: First and foremost, any marketing campaign or activity should match with a business objective, regardless of the tools being used.

As I mentioned in the comments, I think this idea can be taken further, to ensure the success (especially within the political world). I believe that, for a social media campaign to be effective, it must also drive a focused, specific action of the community. For some campaigns, that may be as vague as “engagement”; for others it may be “visit our store” or “donate”. The more focused the action, the easier it is to measure and (I argue) the more likely it is to be accomplished.

Just more of my 2 cents...