Revolutionary Analytics Pilot Brings Ad-Tech Precision to Organic Social Sharing

Higher Ground Labs – in collaboration with SoSha’s Content & Communications Lead Michael Roach – recently published an article highlighting SoSha’s groundbreaking social graph analytics pilot program that redefined the effectiveness of organic social analytics. Our strategic partnership with Empower Project has created first-in-class analytics in the organic sharing space, elevating voter outreach and charting a new course for scalable, high-impact digital mobilization.

Our approach blends organic social sharing's authenticity with ad-tech precision—without the prohibitive cost. This model is no longer experimental; it's a proven blueprint we'll continue building and iterating on. Read on to learn more details of this unique pilot. 

Breakthrough in Organic Sharing Analytics: The Wisconsin Supreme Court Campaign

Earlier this year, we partnered with Empower Project to drive a grassroots social media campaign for Wisconsin Supreme Court candidate Susan Crawford. Using our platform, their campaign generated an estimated 15.7 million social impressions through 21,189 posts shared exclusively through community mobilizers—local organizers, activists, and influencers with deep neighborhood ties– providing a clear contrast to the excessive, low-ROI spending of the 2024 Election. 

The numbers showcase more than the organic sharing’s viability as a vote mobilization method; they represent a genuine strategic breakthrough. For the first time ever in the history of organic online mobilization, Empower used advanced demographic data—including age, gender, geography, and vote propensity—to dynamically adapt their organic outreach strategy. Rather than relying on blanket digital ads or impersonal SMS blasts, SoSha’s platform enabled targeted voter outreach through personalized, peer-driven messaging that felt familiar, trustworthy, and timely.

There was a significant demographics overlap between the community mobilizers who shared voter outreach messaging and the people who engaged with that content on social media.

To achieve this level of analytical insight, SoSha partnered with INTRVL, a cutting-edge audience targeting and media measurement firm with extensive experience in the progressive advertising space. Using aggregate data from IP addresses and other user identifiers, INTRVL’s proprietary digital survey technology provided deep insights into audience reach and voting likelihood. 

SoSha’s organic toolkits and advanced analytics, combined with Empower’s relational organizing approach, identified which Wisconsin community mobilizers were best positioned to reach high-propensity voters and which excelled with harder-to-reach, low-engagement audiences—enabling tailored messaging strategies across segments.

"This pilot opens up an exciting new pathway for digital and social media targeting," says Amanda Brink, Executive Director of Empower Project. "It suggests we can combine the cost-effective and more impactful nature of real organic digital sharing with the narrow targeting precision previously unique only to paid digital ads."

Building the Future of Organic Sharing Analytics

The implications stretch well beyond Wisconsin. This pilot proves that organic social sharing is not a “black box”. Integrating cutting edge ad-tech tracking into organic social sharing flows is a feasible, scalable and effective approach to digital campaigning. This model addresses several critical needs, including:

1. Cost-effectiveness in an era of escalating digital advertising prices

2. Trust-building through authentic peer-to-peer communication channels

3. Precision targeting without the privacy concerns of traditional ad platforms

4. Scalability that traditional organizing methods struggle to achieve

   
   

This hybrid of community trust and analytical precision opens new possibilities for grassroots campaigns, nonprofits, and electoral programs needing to reach the right people efficiently and affordably.

Making earned media and digital community engagement trackable, predictable and scalable is deeply embedded in SoSha’s company DNA. Our team is hard at work building on these pilot insights to develop a robust product suite that organizations can utilize effectively in their organic social sharing campaigns. 

If you’d like your organization to be at the forefront of this exciting analytics breakthrough and help guide its development, book a call with us! We’re looking for design partners who’ve experienced first hand the disconnect between paid and earned media and are invested in finding a solution. 

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