John Kasich's campaign is using old yearbooks to identify potential social influencers

It's no secret that campaigns want to know who you know. President Obama's campaign, for example, developed "Targeted Sharing" back in 2012, a tactic which encouraged users who opted in to share specific content with particular groups of friends in order to get them to register to vote, donate to the campaign, or watch a persuasive video.

"People don't trust campaigns. They don't even trust media organizations," Teddy Goff, the Obama campaign's digital director, told Time in 2012. "Who do they trust? Their friends."

Ohio Gov. John Kasich gets that — or, at the very least, his super-PAC New Day for America does. They're working with a New York data company, Applecart, to construct "webs" of influencers in order to target potential voters, Bloomberg reports. But instead of limiting themselves to who is active on Facebook, Applecart is taking an old-school approach, combing high school yearbooks, local newspapers, community sports rosters, and published staff lists to discover who might be receptive to who:

Subscribe to The Week

Escape your echo chamber. Get the facts behind the news, plus analysis from multiple perspectives.

SUBSCRIBE & SAVE

Sign up for The Week's Free Newsletters

From our morning news briefing to a weekly Good News Newsletter, get the best of The Week delivered directly to your inbox.

From our morning news briefing to a weekly Good News Newsletter, get the best of The Week delivered directly to your inbox.

Sign up

Applecart uses social graphs, where each voter is webbed to their known contacts — Bloomberg notes that a dozen such voters in New Hampshire were deemed "hermits," with no significant interpersonal links. Although to be fair, anyone being bombarded by old high school friends who have suddenly got nothing to talk about but John Kasich might be wishing they were a hermit, too.