Political actors can benefit from more from targeted social marketing than email blasts. Monitoring supporters and rewarding higher-clout followers can do well to spread a political group’s message and educate voters.

Switching from emails to social marketing could benefit political actors

While Internet users continue to use traditional digital communications like email, brands have much more valuable tools to succeed. Social media engagement tool Attentive.ly gives non-profits, political campaigns and businesses the means to monitor their social buzz, identify potential brand evangelists and micro-target supporters. By learning more about their supporters, clients of this service from Fission Strategy can more effectively encourage posts and offer rewards. Such a product will be extremely topical in this presidential election year, when many types of organizations will be projecting a message and listening to the public.

Helping organizations transition from email lists to social media

Most organizations and political groups (or even businesses) still use emails as their main channel engage with supporters and citizens. Fission Strategy partner Rosalyn Lemieux tells l’Atelier that organizations and administrations have resources invested in their email list and are hesitant to use it less in favor of social media. Attentive.ly serves to lower this barrier by making use of the hard earned email list to populate their new social monitoring campaign, she explains. Users of the service import email addresses, connect their social accounts and create groups for specific topics, such as activists and donors, and can then monitor and search supporter posts.

Lets them identify supporters and empower voters

Monitoring social networks can reveal not only who is posting about a client, but what their related interests are. As Lemieux explains to l’Atelier, “When you’re focused as an organization, sometimes you miss what your supporters are focusing on.” Instead of emailing a single message, Attentive.ly helps its clients connect with supporters by looking at individual profiles instead of aggregating data. This could do much for political groups that are hoping to encourage voter registration and participation. While technology has “always been affecting” democracy, social networks are particularly effective because people react to “social pressure to register and go [vote]” Lemieux argues. Attentive.ly wants to make scalable tools available that empower a market to bring about social change.