Inside Obama's Social Media Toolkit

Edelman's Digital Public Affairs team in DC has authored an awesome white paper that takes you inside the Obama campaign. You can download it here (PDF). The white paper imparts several lessons: start early, build to scale, innovate where necessary and more. You can find other Edelman white papers on our site. This includes 9 on 9 - key consumer trends for 2009 (also in PDF format).

Comments

[Bruce Keener]

Thank you for sharing these extremely well-researched and thought-out articles, Steve. I plan to learn as much from them as I can.

[Steve Rubel]

Bruce, thank our team. They're the rock stars. I just report. :-)

[thomas marban]

technology review had a short article under the same title back in october. it's behind a paywall now but here's a pdfhttp://www.innovative-analytics.com/docs/HowObamaDidIt.pdf

[Bruce Keener]

You do have a great team, Steve. But, your "just reporting" often has great insights, in addition to "just the facts." One reason why we all love your blog. Anyway, I have saved both reports for a thorough reading. Thank you to you and the Edelman team.

[Tom O'Brien]

Steve:

Thanks for sharing - they made remarkable use of social media. One HUGE reason why it was effective is that the message never changed. It is hard to have 53,000 volunteers in the State of Iowa stay on message when the message changes every day - a la McCain Campaign.

Stay on message, make it easy to help, ask for help.

Tom O'Brien

[Jim Thresher & Laura St. Clair]

You should also add that Obama's online team, Blue State Digital, has Wal-Mart Watch as a client. Remember the Edelman/Wal-Mart flog?

http://www.edelman.com/speak_up/blog/archives/2006/10/a_commitment.html

[Eyal Sela]

hi,here is another great white paper that talks about a similar subject - Politics and Technology Review by the Institute For Politics Democracy & The Internet

[Eric Sornoso]

Interesting to note, how big of a part will Social Marketing be used within his term to reach people?

[Christine Abbate]

Such a great piece of information regarding social media and internet marketing! I'm taking notes!

[Sudipta Das]

Hi Steve, Thanks for sharing such a valuable white paper with us.