Torie Osborn Launches Innovative Social Media Organizing Effort

April 25th, 2012

Citizen-Led and Grassroots Energized Campaign Empowers Volunteers to Identify and Outreach to Facebook Friends who are Voters in the New 50th Assembly District

SANTA MONICA, CA— The Torie Osborn for Assembly campaign today unveiled a groundbreaking and sophisticated new online social organizing tool that empowers volunteers to reach out their Facebook friends, identify those who live in the new 50th Assembly District, and reach out to them.

The system, titled ‘Facebook for Torie’, uses an interface that identifies which of a person’s Facebook friends lives and is registered to vote in the 50th Assembly District and then sends volunteers through to a call bank interface. Volunteers from both inside and outside the district can use the system to find friends in the district, and call them to promote and discuss Torie’s message.

Once volunteers identify and connect with their friends in the district, they can classify and code their friends in the voter file, similar to traditional field organizing with campaign phone calls, by noting whether they are “supporters”, “undecided”, or “supporting another candidate”. The results are then dropped in the voter file for the campaign’s records.

This new, revolutionary online organizing tool, has never before been used a California political campaign. Recently, it was coined the, ‘best new tech tool’ by the American Association of Political Consultants, for its use by the AFL-CIO in the 2011 Ohio ballot measure campaign.

“My campaign is about empowering citizens and grassroots activists to join me in a movement that will shake things up in Sacramento, fix our broken system, create more good jobs, improve our education system, expand access to healthcare, and protect our environment,” said Osborn. “This new, innovative social organizing tool will allow my supporters both in the district, and outside of the district, to organize their communities and build support for my campaign. With a commitment to being citizen-driven, this novel social organizing effort provides an incredible tool for getting as many citizens involved as possible.”

For more information about the Torie Osborn for Assembly campaign, or to view Torie’s full list of endorsements, click here.


Osborn is acclaimed for her pioneering leadership as an executive at several nonprofit organizations, including the Liberty Hill Foundation and the Los Angeles Gay & Lesbian Center – both of which are located in the new 50th Assembly District – as well as United Way of Greater LA. Osborn also served as a senior policy advisor on homelessness, poverty and economic development to Los Angeles Mayor Antonio Villaraigosa. She is currently a senior strategist for California Calls, a network of 25 organizations throughout the state committed to commonsense governance reform.

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