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How Obama for America Made Its Facebook Friends Into Effective Advocates

From Tech President:

People involved in Obama for America's digital and technology operations say one of the biggest takeaways from the 2012 campaign is the success of a new kind of peer-to-peer digital persuasion tool referred to internally as "targeted sharing."

Well before the campaign reached fever pitch, OfA chief data scientist Rayid Ghani and analyst Matt Rattigan brought the technology team a prototype piece of software. The prototype used a script to check a given supporter's Facebook friends list against what the campaign knew about those friends. The campaign could use the merged data to create arbitrary scores that indicated which of a user's Facebook friends the campaign would like to present with a given piece of content. Obama for America could use it over and over again to make it more likely that people fitting certain profiles would be likely to see content targeted to them spilling into their newsfeeds, from the campaign, through their friends' Facebook posts.

Read the rest at Tech President.

Posted on December 7, 2012 in
facebook.