DISQUS

I believe that this study can be used not as a predictive tool, but rather as a benchmarking tool. If you look at traditional polls, especially those online, you have to take into account the fact that people think and vote differently when they are sitting in the comfort of their own homes. It is still unknown how much an aggressive online campaign can actually affect the turnout of an election for a particular candidate.

The company also acknowledges this fact, they don't try to claim that these scores will tell us the outcome of the election. Rather, it "counts the number of digital bumper stickers and yard signs." I find it very intriguing, but that is only my opinion.

The importance of online communities cannot be discounted for business. Companies can reach out to directly targeted audiences and track results with greater accuracy then any other media. The importance extends beyond business as well, the main example right now would be the 2008 election.

Candidates are utilizing facebook, myspace, youtube, etc to leverage their positions and expose weaknesses of rivals. An interesting study was done by an Internet consulting company to try and quantify how candidates can leverage Internet media through marketing, I encourage you to check it out: http://www.spartaninternet.com/2008