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

(Image credit: BRENDAN SMIALOWSKI/AFP/Getty Images)

published 25 November 2015

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:

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When volunteers arrive at New Day phone banks either in New Hampshire or Kasich's political base of Columbus, Ohio, they are given call sheets prioritized by who the voters know. The targets are prospective "anchors," those whom statistical models have identified as open to Kasich (even as a second or third choice) and also whose connection scores showed them as likely to be interacting with others. The idea is to convert these anchors into de facto campaign surrogates. "It doesn't take too many people who are connected to a persuadable target to say nice things to them about John Kasich," to start to close the deal, says Matt Kalmans, a 22-year-old co-founder of Applecart. [Bloomberg]

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Jeva Lange was the executive editor at TheWeek.com. She formerly served as The Week's deputy editor and culture critic. She is also a contributor to Screen Slate, and her writing has appeared in The New York Daily News, The Awl, Vice, and Gothamist, among other publications. Jeva lives in New York City. Follow her on Twitter.