![]() The campaign has also upgraded its website to better display on mobile browsers, while also rolling out iPhone and iPad apps. Because if we are not authentic on those things, people will not just tune out, they will tweet about how they are tuning out.” “If we strike the right notes, then all these people have the power to do the work for us,” said Teddy Goff, digital director of the Obama campaign. Unlike 2008, when the campaign might have cut and pasted the same information in different places online, it must now figure out which content and conversations resonate on each platform while allowing the potential voters to feel like they are connecting with real people. Of course, the campaign is focused on Facebook and Twitter and YouTube.īut the campaign is also posting photos to Instagram, sharing songs on Spotify, spreading stuff on Tumblr and has hosted a Google+ “Hangout.” ![]() With the luxury of having no primary opponent and more resources, the Obama campaign has been leaving no social media stone unturned. The differing social media strategies thus far of the Romney and Obama campaigns help illustrate the challenges and opportunities. And of course, the iPad was just a twinkle in Apple’s eye back then. Remember how hip Obama seemed obsessing over his beloved BlackBerry? Such a device would draw snickers today, and smartphone adoption has exploded. Back in 2008, the iPhone had been on the streets only about one year and the app economy was just emerging. At the same time, the size of these two incumbents hasn’t slowed the proliferation of new social networks.Īs if that weren’t enough to master, toss in a smartphone revolution. Today, Twitter reportedly has 500 million users, and is a staple of news coverage. The four years between the two campaigns is a good marker to help appreciate just how quickly social and mobile media continue to evolve and reshape our digital lives. I spent time talking to campaigns to better understand the new role of social media. We have moved away from the mindset that the website is the primary place where people will interact with the campaign.” “Now it’s integrated into the core concept of how the campaign will reach people. “In 2008, social media was an auxiliary component of the campaign,” said Zac Moffatt, digital director of the Mitt Romney campaign. But the extent to which campaigns are using social and digital media in this campaign is going to make the 2008 election look like the social media Dark Ages. Yes, the use of social media was a big part of the narrative of that election. Knowing the candidate likes this song, the staple of so many of my seventh-grade air guitar fantasies, pretty much clinched my vote for him.īut the fact that Obama’s campaign took the time to assemble a Spotify playlist is an example of how the use of social media has shifted and dramatically expanded from 2008. Perusing the list of songs Barack Obama supposedly likes on the social music service, I saw that “Roll With the Changes” by REO Speedwagon was apparently among his favorites. ![]() ![]() The highlight for me of this election cycle came when the Obama campaign released its Spotify playlist a couple of weeks ago. Forget all the jibber-jabber in this presidential campaign about policy and strategy. ![]()
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