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DIGITAS PERSPECTIVE
keep us current with the friends we already have; on Twitter to provide us with information we use as currency with our colleagues; on LinkedIn to anchor us to our chosen careers; on Pinterest to see images that appeal to us; on Tumblr to be impressed by articulations of topics for which we care. While it is human nature to gravitate towards people who share common interests and values, we have never before received so much of our information including hard core news from these very sources. It is becoming more difficult to be persuaded by outside influence. We setup a world that we care about and, at times, shut the rest of it out. 2012: A Political Odyssey My first job out of college was at a political consulting firm. I remember learning a rule-of-thumb early on in campaigns: 40% of the electorate will definitely vote for your candidate and 40% will never vote for your candidate it is the 20% in the middle that you must persuade. Based on polls during the last two Presidential election cycles, there is good reason to believe that today this rule should probably be expressed as 45/45/10. Or worse. Consuming greater portions of our content diet on social networks is certainly driving part of this polarization. We filter in that which provides us with the short-term stimulus we need to make us feel validated and arm us with the social currency to share amongst our friends and followers. We filter out everything that makes us think harder than we may want to, lest it not fit into the memes that we have set for ourselves. As we consider how we gather information in an election year, we should be mindful of how exposed we are to the content that may persuade us. We should in theory, anyway be responsible for listening to all sides before we make our judgment. Social networks mirror democracy itself. It is a very American ideal to choose what we consume and how we consume it. Yet like our own democracy, we must test ourselves regularly to ensure we are doing it correctly. Contact For More Information Jordan Bitterman, SVP, Social Marketing Practice Lead, Digitas jordan.bitterman@digitas.com This piece originally appeared on The Makegood.
September2012