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This study seeks to understand the efficacy of online political campaign communication. We do this by measuring the changes in online influence of political candidates by utilizing Klout, a new, publicly available measure incorporating a variety of behaviors online. We collected daily Klout data of nearly all major congressional and presidential campaigns during the 2012 election cycle and compare them to other traditional measures of online influence and campaign success. We conclude that Klout offers valuable advantages as a sophisticated research tool for evaluating real-time online influence of political campaigns, but caution researchers about some limitations in its use.
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Bode et al. (2014) studied this question.
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