Politicians are known to exploit any media available in order to promote themselves. The Internet has been shown, especially with the 2016 campaign, to be not only a very effective medium of propagating a voter message, but essential to win. Trump made strategic use of Twitter, Reddit, and even 4Chan to promote himself.
While Bloomberg is most likely not going to win, he is following in this pattern, spending thousands of dollars a month per person on hundreds of ‘digital organizers’ to propagate his campaign.
Bloomberg’s campaign is hiring more than 500 “deputy digital organizers” in California for this purpose.
The Wall Street Journal first reported that these “deputy digital organizers” will work between 20 and 30 hours a week, making $2,500 a month.
We are meeting voters everywhere on any platform that they consume their news,” Bloomberg’s senior national spokeswoman Sabrina Singh told The Hill.
“One of the most effective ways of reaching voters is by activating their friends and network to encourage them to support Mike for president,” she said. (source)
As I noted, it is unlikely that Bloomberg is going to win. However, the fact that he is doing this shows not only the importance of the medium, but that as the Millennials take power formally from the aging Boomers, it will not be radio or television, but the Internet and electronic devices that assume their place and become the most important vehicles for politicians to deliver their message in the hopes of attracting voters to them.