A strategy, communications and digital marketing agency.

When Social Becomes Political (or the other way around)

A recent op-ed piece by Mashable writer Jesse Comart piqued our interest in the realm of political-meets-digital. Explaining the glaring differences between the world of social media in 2008 (when Obama, the first post-boomer presidential candidate, came to understand that one could use the web as a low-cost means of creating “connection and engagement”) and that same world today, Comart argues that social media has morphed into “a two-way dialogue.” Citing Andrew Foxwell, manager of marketing and new media at iConstituent, Comart extols the expansion of social as an interactive space where audience interaction is key.

Mastering this new-found channel of connection will be vital for all candidates as they try to spread their messages and carve out their individual brands, especially among the younger cohorts. As Comart points out, “consistency is not the only barometer for success” and candidates will have to be ready to implement contingency plans depending on what messages take root the fastest and which platforms seem to garner the largest audience.

Attention Span, ever focused on audience relationship management, sees this need in the politico-scape as coinciding quite nicely with the recent announcement of Fanatical, our audience-development platform. So far we’ve used it in audience-building efforts for clients like Alloy, AOL, 19 Entertainment, Hulu and Zynga, but there’s no reason Fanatical won’t be as useful on Capitol Hill as it is in Hollywood and Silicon Valley.

@BarackObama, we’ll be anxiously awaiting your DM.

[Editor’s note: and so it came to pass…]