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Lessons From Obama's Wired Campaign

November 18, 2009 By Abny Santicola
  • Reach people multiple times, from multiple sources in various settings. Obama reached people via traditional mediums like TV and the mail, as well as new media like the Internet and cell phones.
  • Empower constituents to be the source of your message, spreading it to their friends and family members who already trust them.
  • Create new ways to engage constituents. New media allows you to empower others to spread your message and them to create messages about you on their own using blogs, social networks and e-mail, which also can go viral.
  • Give supporters a range of engagement options. From merely clicking a button to forwarding an e-mail to a friend to organizing a fundraising event on your behalf, there should be an array of engagement options and they should be as easy and accessible as possible. Small actions taken by many on social networks can have a ripple effect.
  • "Use social media to facilitate in-person grassroots activities, not to substitute for them," the authors advise.
Click here to download the article, complete with a statistical table of the results of the Obama campaign's use of new media.
 

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