Seth Godin talks about the general case of social media whales. That post really resonated because old school politics is very much like that with broad appeals and uncaring strategies. Citizen Intelligence, by taking advantage of the first amendment right to petition for a redress of grievances, accelerates the existing trend to move away from that to a politics that is much more sophisticated than that, one that is more geared towards customization and which leaves more room for true individual interaction.
Any high level political operation needs to deal with an awful lot of people. That’s in the nature of the beast. They don’t have to be one way interactions.