Select Page

If you’re a marketer and are wondering how worth your time it is (and your budget) to go after the infinite social media channels out there, consider what that presidential candidates are doing this year (as reported by the New York Times in Campaigns Use Social Media to Lure Younger Voters):

Worth it?

Jan Rezab, the chief executive of Socialbakers, has an interesting reply: “What’s the return on putting your pants on in the morning? We don’t know… but we just know it’s bad if you don’t do it.”

This is a pretty cool riff on the ubiquitous and probably apocryphal “don’t know which half” quote from department store magnate John Wannamaker:  “Half the money I spend on advertising is wasted, but I don’t know which half.”

But it seems like maybe the half here that’s in question — the social media one — could actually be paying off.

Coye Cheshire, an associate professor at the School of Information at the University of California at Berkeley, suggested that updates might very well be a simple way to see how a candidate measures up to themselves.

“It is important for people to know whether or not a huge political figure shares the same taste as me,” said Dr. Cheshire, who studies behavior and trust online. “And creating a playlist on Spotify is part of what makes them seem more human.”

Don’t leave home without your pants. It’s one of those things you just have to do — same goes for social media.