Leslie Stahl, I’ve always liked you.  And good for 60 Minutes keeping people of a certain age working when the rest of the world is youth-crazed.  But the segment you did last Sunday was sort of silly.  Yes, it is interesting that the Trump campaign–actually both campaigns–made such extensive and strategic use of social media.  But I think before you actually film the segment, some research would be in order.  The implication that psychographics, (or as you put it: “you target people based on what they think and believe?) is sinister is difficult to take.  Even a modicum of checking would have led you to the conclusion that this scary, spooky targeting technique called psychographics came of age in the 1970s.  They aren’t new to us in the industry.  If they are new to a news bureau and your viewers, ok, but it really isn’t a question of ethics.

I liked Brad Parscale’s response when asked about psychographics.  He said, “they really don’t work.”  That’s because their emphasis in the social media channel was on behavioral targeting.  To put it another way, psychographics trump demographics but behavior trumps psychographics.  No pun intended.

What we have here is the application of a well-established research tool to a new(ish) medium.  Underscore the “ish.”  The Obama campaign made famous use of social media so…hard to see this as that big of a story.  It does make me wonder if the media really could do a better job doing its job rather than bating people and using significant amounts of hyperbole.  Don’t even get me started on the use of the phrase “embedded” to describe the media vendor’s work relationship with their client.  When did working from your clients’ office become sinister?