Michael Bloomberg Bankrolls a Huge Social Media and Text Message Effort in California

Voters in that state go to the primary polls March 3

Illustration of people using social media and texts next to photo of Mike Bloomberg
Over 500 “deputy field organizers” are being hired to recruit, train and activate friends and family in their networks to support Bloomberg. Getty Images

The campaign for Democratic presidential candidate Michael Bloomberg is taking advantage of the billionaire’s vast financial resources by paying more than 500 people in California to support his candidacy via social media posts and text messages to their friends.

david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily.