Professor David Schuff and his colleagues at Temple's Fox School of Business watched the growing role of social media in the 2008 presidential election and set out to answer this question: "How much is your next Twitter follower worth to a campaign?" Thus was born Translating the Effectiveness of Media into Performance, or TEMPO, a media index that searches for campaign references in Twitter feeds, Facebook pages, YouTube hits and blog posts. They collaborated with LexisNexis to add print and broadcast mentions of campaigns under study.