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01b.Barack Obama

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Julian Matthews
Julian Matthews

Barack Obama's 2008 presidential campaign effectively utilized social media to engage voters in unprecedented ways. Obama's team posted more varied content across more online platforms than John McCain's campaign. This included over 1,800 videos on YouTube compared to McCain's 330. Obama also followed all Twitter users who followed him. His social media presence helped raise over $300 million of the $650 million total for his campaign. Lessons from Obama's success include engaging voters where they are online, being transparent and authentic, and using familiar tools to lower barriers to participation.

TechnologyNews & Politics
1 of 20
Case study: Barack Obama and Social Media Module 01b:
Social media and the banana leaf
Digital banana leaf
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The stats Source: Edelman
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Blog
Facebook and 14 other social networks
1,800 YouTube videos
Podcasts
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01b.Barack Obama

Editor's Notes

  1. Sen. Barack Obama, D-Ill., right, is dressed as a Somali Elder by Sheikh Mahmed Hassan, left, during his visit to Wajir, a rural area in northeastern Kenya, near the borders with Somalia and Ethiopia in this file photo from Aug. 27, 2006. The garb was presented to Obama by elders in Wajir. Obama's estranged late father was Kenyan and Obama visited the country in 2006, attracting thousands of well-wishers. (AP Photo)