Obama's Rivals Should Steal From His Social Playbook

Political commentators believe Barack Obama is more popular with web surfers because his followers are younger, and young people are more likely to use blogs, social networks and other new media. That may be true, but it's far from the only reason he's faring well. Obama's campaign is immersed in his audience's experience. He meets his audience where they already go on the web, and his message of "change" is packaged in a clear and consistent manner, much like the best consumer products. Candidates must put create interactive, personal and engaging Web marketing if they want to affect the conversations on the web. These conversations can affect voting decisions much as they can alter consumer purchasing behavior. So far, only Obama has shown real skill at building community. And it's having an effect. But the numbers alone don't tell us everything. Obama has made substantial efforts toward reaching the broadest audience on the web with campaign pages on numerous third-party social sites and branded microsites dedicated to different ethnic and age groups. He has an e-book and YouTube videos that aren't just repurposed content and commercials. One Obama video is a personal talk with listeners that makes it seem as if he's sitting in their living rooms. He offers downloadable widgets, logo buttons, videos and posters, as well as wallpaper and cellphone ringtones. When you look at the details, Obama has a far-reaching strategy.
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