I’ve been catching up on some panel discussions on the role of digital in the US election. This morning I started watching one recorded by C-SPAN at the Democratic National Convention. It’s called The Digital Campaign and Social Media’s Impact in 2012. And it has a gem in it.

In the clip below, Adam Sharp (Twitter), Daniel Sieberg (Google) and Adam Conner (Facebook) discuss measuring online conversation and how it both influences and is influenced by campaigns. Perhaps the most interesting points have to do with when people engage in specific activities, what they do and what effect they have on the people around them that candidates don’t. As Sieberg notes, the second screen is becoming increasingly pivotal.

I also like that Adam Sharp validates one of my long-standing arguments that polls only give you part of the story. Tweets (and other tools) can add texture to the discussion which is eliminated in the design of yes/no and multiple choice poll questions. Online content can also help us understand discrepancies and the direction conversations are taking.

The full one hour and 15 minute panel is available at C-SPAN. The clip is also available.

Photo: Eurovision watching uploaded to flickr by Phil Gyford.