We’re always busy on election nights, it comes with being a politics and crisis communications agency. And it’s worth knowing something we’ve discovered through monitoring election communications that has implications for political and corporate clients alike.

As election days near, while we monitor and manage our candidates’ digital campaigns, we begin to gain qualitative insight into how things could net out. It’s not a quant thing, in large part because there is not yet a reliable resource for analyzing the political intentions of the U.S. electorate. It’s more of a feeling, a sense driven by the tone and volume of commentary flowing on digital platforms.

Not to say polling and other assessment tools aren’t reliable. But, they don’t capture how people feel at their cores. Social media does.

Click here or on the image to read the rest of this story on MediaPost.