Obama campaign invented tool to test resonance of speeches

By David Murray, Editor, Vital Speeches of the Day

In our continuing search for speech measurement beyond “it seemed to go over well …”

The Obama presidential campaign created a tool “for looking at the coverage of speeches in local newspapers so it could break down by geographic region how people reacted and which parts were quoted most,” according to tech writer Derrick Harris, writing at GigaOM. “Speechwriters were therefore able to see [whether] the messages they wanted to convey were actually the ones that were covered.”

(Hat tip to correspondent Nate Osburn.)