Survey Says... | Adweek
Advertisement

Survey Says...

Advertisement



"If you put this up as a public relations effort, and people send you all these ideas and you don't respond to them, you make your situation worse," Burton says. "If this is going to be successful, you have to have a thoughtful way to analyze, digest and respond."

While Salesforce.com currently has no political clients, Burton says it's just a matter of time before campaigns start paying attention to the software's potential. "This is a collaborative tool that [can] change the dynamics between a campaign and its constituents," he notes. "A campaign can't respond to a million individual e-mails, but a campaign can engage collaboratively with a million people who are sharing ideas."

Adweek contributing writer Wendy Melillo is an assistant professor in the School of Communication at American University.