“Social media outreach in the political space is more measurable than it might seem at first glance, since you should have concrete goals to hold it up to (and if you don’t have concrete goals, you probably ought to start asking why you’re in this business at all!). It may not always be possible to pin down the exact results of a given outreach effort, but proxy measurements should let you compare the relative usefulness of different strategies, at the very least. Just remember, don’t focus on the measurable and forget about what you’re actually trying to get done.”