Adam Meldrum | Source | President at AdVictory

We’re able to treat social media as a kind of always-on focus group to get a more real-time understanding of trends than you get with polling. By analyzing what people are saying on social media, we can see what people are thinking. Over time, as we start to see issues pop up in greater frequency around a candidate’s name, we’ll look at how people are talking about them. Is it positive? Is it negative? And are people starting to pick up on what we’re putting out there in the broadcast media?