In the early days of online politics, we invented a way to unfold key points of a campaign’s narrative in different online niches — depending on which demographic we needed to clue in. For example, the 2,100,000 active bloggers in the atheism subReddit could be counted on as a receptive audience for messages warning about theocratic Governor Huckabee, and for fundraising for the secular group “Doctors Without Borders” rather than faith-based charities.
Some strategists proposed using meatpuppets – a practice like sockpuppetry, except you drop the intel in online conversation using real interns or real staff identities versus invented personas. Most politicians and political organizations feared blowback from opponents, so almost every linkdrop came from the organization’s official office accounts. Also, we usually linked to some news story that was already out there on the internet rather than a leak.