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One way to attract an audience with “old technology”

Here’s how GroundSource enables journalists to connect with communities via text messaging and messaging apps — and why it works for a specific audience.

Imagine if a news organization just sent a text about a developing story instead of a tweet or email. For some audiences, especially in rural or lower-income areas, text messaging is often the go-to means of mobile communications — sometimes even more so than Facebook or other social media platforms. In an interview with NiemanLab, GroundSource founder Andrew Haeg explains why SMS works for connecting and listening to your audience, despite the assumption that it feels like “old technology.”

It’s very intimate to allow an organization to have a conversation with you. I can’t imagine many stronger indications of one’s desire to engage with a news organization than adding it as a contact in their address book.