Social Under Uncertainty
From Social Media Today:
According to many political campaign consultants, the decision to put political campaign resources into social media is a risky proposition. Whereas investing in television ads, field efforts and other traditional campaign tactics are well within their comfort zone, social media is filled with uncertainty. Critics say it is not that good for fundraising or direct action. And while social media appears to be good for branding and persuasion, the performance data is still limited. This all adds up to an uncertain return on investment.
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