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It's a great discussion to see Return on engagement v. Return on Investment.  Make sure you target the right success metric.

"Brands and political campaigns must reach people where they engage online. Rather than interrupt people, invite them to a conversation or engage with the message when it's convenient and beneficial for them. "

This coming election will see the use of fully-formed social media campaigns for the first time ever. People will be wary of the sources posting the content though.

It pays to know your audience and to map the engagement path. If your target audience is older, a 'Like' may be a lower value engagement metric than you thought.

Interesting overview of determining successful content in social

Dollar for dollar, you are actually going to receive more branding, and more impression impact, using streamed endorsements on Facebook and Twitter, than people seeing an ad on Facbeook, because the engagement rate is so much higher,

Knowing what kind of tactic leads to results - great study by the people at eMarketer