It's simple. Talk to me like I'm a human being. I'm more than an inbox, Twitter handle, or opportunity for a Facebook "Like." I'm your audience. And if we connect, there can be a meaningful exchange that's beneficial for both of us.
Each time Obama appealed to voters to tweet at the members of Congress who represented them, Congressional offices were swamped with constituent communications. Marketers should be curious about how the president pulled this off.