The document discusses Obama's successful use of social media in his presidential campaigns, providing a framework and analysis of his key strategies. It examines three objectives - fundraising, engagement, and organization - and how Obama achieved them through building his own social media tools like MyBarackObama.com, using existing platforms like FriendFeed and Meetup, and joining existing online conversations. The analysis highlights how Obama was able to raise money, spread his message, engage supporters, and help self-organization through a knowledgeable, useful, desirable, open, and shareable social media approach.