We talk about the impact of Social Media on brands and customer engagement but just to show how measurable it is, I think you'll find this interesting...and thanks to Mashable for the analysis.
Bill Clinton, speaking at The Democratic National Convention last night, had the most tweets. He beat Mitt Romney tweets at The Republican Convention, last week.
But he didn't beat Michelle Obama.
But measurability of Social Media can go further. We know, for example, that Clinton's tweets peaked when he talked about jobs and Obamas job record - so suspect that will be included majorly in Obamas speech.
Next biggest topic was his appeal to vote; then his "we're all in this together" soundbite; next when he was talking about Mrs. Clinton; and lastly his "takes some brass" piece.
I'll show off a bit and tell you I've met Bill twice including a lunch and trust me, you've never met a more absorbing, charismatic guy. In particular, he knows how to read a room - he knows what needs to be said and how to say it.
The Republicans brought on Clint Eastwood who didn't do a good job and the Democrats used Bill. Bill won on tweets but more than that, he won on engagement.
We'll see what happens to Social Media after Obama does his bit.
But I guarantee you, they've taken notice of Clinton's twitter and they'll adjust Obama's speech.
My money is on the fact that he'll emphasise jobs and do it early.