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Obama’s Social Connectedness

April 10, 2013

Upon reflection of the American Political Campaign, it occurred to me that there was one key element that aided the re-election of the Obama Administration.  This striking component was the prevalent use of social media, with the intent to engage and ignite political support.

The rate and frequency at which Obama utilized social media essentially redefined modern politics, demonstrating the power of social connectedness with constituents.


It is estimated that the Obama campaign spent a massive $47 million on digital expenditure, whilst the Romney campaign allocated just $4.7 million.  Although, I am a strong Republican, it is evident that the lack of social media investment from the Romney team was essentially what led to the power and influence of the Obama Campaign.

Throughout the campaign there was a direct focus on individualized target markets.  Obama’s campaign manager Jim Messina said Mass marketing is over, forever. Everything is about personal data. Everything is about getting into your close loop. What Facebook really is, is a close loop of people you trust and love. And that became the single most important thing we could do.”

The triumph of Obama’s social media presence can also be attributed the to success of Obama’s 2008 Guerrilla campaign ‘Yes we Can’. Many have indicated that it was due to the expanse of Obama’s online audience which led to an election victory. However, the foresight of Obama’s communications team is only part of the equation, with the main component of success the great response and influence of social media users that were actively engaged in the campaign.

The Obama campaign has essentially ushered a new age of political campaigns in the face of a digital revolution.


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One Comment
  1. Nadine, this is really interesting piece. I love your use of links, as it shows you have thoroughly researched your piece. Undoubtedly, Obama’s use of social media has influenced how other politicians think about reaching and engaging their constituents.

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