Why is this investment in “Big Data” mining and targeted messaging so key to both campaigns?
First, it is a technology and information leap forward for the political arena in using online activity to understand what gets independent voters to swing one way or the other. Previously, campaigns and the national media have relied strictly on polling or survey data which can often miss the why behind someone’s intent to vote for one candidate or another. Have any of your Facebook friends or Twitter peeps weighed in with a post about Susan G. Komen & Planned Parenthood’s role in Women’s Health? You can bet that both President Obama and Governor Romney’s campaign are watching and figuring out how to appeal to that friend’s persona, depending on the sentiment of their post.
For me, as a former political operative, it is thrilling to see how things have changed and as a citizen it is a little frightening to see how both campaigns will use this in the Fall. What are your thoughts? How do you feel about politicians using this information?