This paper explores Barack Obama's social media strategy in the 2008 presidential campaign. In the paper I argue that lessons learned from the campaign are being translated by the Obama team into a mechanism for governance today
DevEX - reference for building teams, processes, and platforms
Solop, The Keys To The White House, Isa Conference
1.
The Keys to the White House:
Electronic Democracy
and the
Race for the Presidency of the United States
Frederic I. Solop
Professor & Chair
Department of Political Science
PO Box 15036
Northern Arizona University
Flagstaff, AZ 86011
Phone: +1 (928) 523‐3135
E‐mail: Fred.Solop@nau.edu
Prepared for presentation at the 21st World Congress of Political Science, Santiago, Chile,
July 12 – July 16, 2009.
4. Web 2.0 technology lies behind the success
of social media. The term ‘social media’
encompasses the tools that easily allow for
information sharing using the Internet.
Beyond simply allowing users to post
information, these tools allow users to
network with one another and form
personal relationships. The tools facilitate
formation of communities brought together
by similar interests and perspectives of the
world. Social media tools include sites that
allow for blogging and microblogging, photo
sharing, video sharing, social networking,
publishing, podcasting, and participation in
virtual worlds. Many, many social media
sites for available for personal and business use.
Presidential campaigns in the United States began accessing Web 1.0 technology in 1996
when candidates Bill Clinton and George Bush first constructed campaign websites. These
early campaign websites were more similar to campaign brochures, though in a different
medium. Candidates identified their strengths, posted issue papers, and maybe posted
photographs to create a personal look and feel to the site. The power of web technology
began to be realized when John McCain, 2000 Republican candidate for president, made
history raising $2.7 million over the Internet within 72 hours of winning the New
Hampshire presidential primary (Price, 2004). The McCain example demonstrated that
campaign websites could play a significant role in candidate fundraising. Campaign website
readers were willing to not simply be passive recipients of centrally posted information,
they might absorb the provided information and translate that information into an actual
financial donation.
The world of presidential politics and the Internet in the United States changed
significantly in 2004 with the candidacy of Howard Dean, an independently minded
Democratic Party candidate. Dean hired Joe Trippi as campaign manager. One of Trippi’s
first activities was to officially begin promoting the Dean candidacy using a little know
web‐based service called “MeetUp.com” (Trippi, 2004). Meetup.com is an international site
that facilitates real‐time meetings between people who share a common interest. Today (in
2009), more than 63,000 meetup groups have been organized. The Dean campaign
encouraged followers to join the site and then ‘meet up’ in local communities around the
nation. Meetup.com captured the imagination of an independently minded, highly
motivated, young constituency. Volunteer meetups became places for Dean followers to
engage other Dean followers and to organize local activities that help spread information
about Dean’s candidacy.
The nature of presidential campaigns in the United States was already undergoing change
when Web 2.0 technology was introduced in the mid‐2000’s. Some may date the origin of
Web 2.0 to the late 1990’s with the introduction of ‘Weblogs,’ later known as blogs. By
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10. 2008b). Obama did announce his VP running mate first to this list, giving him direct access,
once again, to a large voter base. Nielsen estimates that the VP announcement was texted to
2.9 million people (McCarthy 2008). The Obama campaign continued to use this list of
numbers to register people to vote and to encourage people to go to the polls and cast a
ballot.
e. Email
E‐mail is a Web 1.0 technology that previous candidates and political organizations used to
keep in touch with their supporters. The use of Web 2.0 tools did not replace or supplant e‐
mail or make e‐mail inconsequential. On the contrary, Barack Obama actively sought out e‐
mail addresses of his supporters in order to regularly send campaign updates and
fundraising appeals. By the end of the campaign, Obama had collected 13 million e‐mail
addresses and this became the pool from which he raised an unprecedented $745 million
(Elliott 2009).
III. From Candidate to President
Web‐based technologies played a central role in Barack Obama’s presidential campaign.
These technologies allowed candidate Obama the freedom to directly deliver a crafted
message to voters and nonvoters alike. It allowed him the ability to connect with a huge
donor base and shape a message of being a young, modern leader in touch with the future
of the nation. Barack Obama did not abandon this perspective once he won election to the
office of President of the United States. He is now employing these same technologies in his
effort to govern the nation.
Obama’s campaign website <mybarackobama.com> is still online, only now it is known as
“Organizing for America” and it is funded and maintained by the Democratic National
Committee. The goal of Organizing for America is to “enlist community organizers around
the country to support local candidates, lobby for the president’s agenda and remain
connected with supporters from the campaign” (Elliott 2009). The site connects users to
the Democratic Party and to local events. Users are encouraged to log in and share their
profiles with other users. Fundraising still plays an important role in what the site offers to
users. Moreover, it links users to Barack Obama’s other social media sites on Facebook,
MySpace, YouTube, Flickr, Digg, Twitter, Eventful, LinkedIn, BlackPlanet, Faithbase, Eons,
Glee, MiGente, MyBatanga, AsianAve, and DNC Partybuilder. Many of these social media
sites are popular with specific constituencies such as African Americans, Latinos, Asians,
Gays and Lesbians, and Faith‐based groups.
Almost in parallel with <mybarackobama.com>, the Obama White House is very actively
engaged in social media efforts today. The official White House website can be found at
<www.whitehouse.gov>. This site delivers current information about legislation, position
papers, personal information about key administration figures, blog information about
what the president is doing, information about government agencies, and contact
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