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Blue State Digital founding partner Joe Rospars was interviewed by AdAge‘s Ken Wheaton at the publications’ digital conference this week. Rospars’ Blue State Digital was the firm behind President Barack Obama‘s new-media effort during the campaign.

Rospar told Wheaton, “The interesting thing about the success we had with new media is that there wasn’t some big sexy idea behind it…It was about integration and integrating it with old media. And metrics played a role, but we had to make sure we were measuring the right things to gauge success, such as voter registrations, money raised and the number of people mobilized. This wasn’t the super-sexy fun stuff, but it was important.”

So there you have it folks: stay away from the “super-sexy fun stuff” and focus on integration, measurement, and more importantly measuring the right things.