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“Democracy is not a spectator sport. You can’t sit on the sidelines.” Cory Booker 10.11.12

Booker, the charismatic mayor of Newark, NJ appeared on Morning Joe to promote his new venture, #waywire, a video social networking site. He hopes to engage Millennials because they are “the biggest generation that will shape politics and they are not on the frontlines. Waywire was created to provide a platform to share, discover and create content that is important to them.” #waywire is designed to deliver information Millennials care about and in a way that they consume. They want national news and opinions but also from trusted sources—people they know. Along with aggregated info, users can also publish their own media and create their own streams or “wires.”

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Every marketer wants engagement, right? Talk to your audience in a language they recognize with a technology that suits their digital personality and with the control switches that empower their passions.