The Obama campaign’s mastery of social media for everything from fundraising to volunteer coordination has been widely reported. Until now, there hasn’t been an in-depth analysis of how they did it.
In Yes We Did, new media strategist and campaign headquarters volunteer Rahaf Harfoush gives us a behind the-scenes look at the campaign’s use of technology, from its earliest days through election night. She reveals strategic insights organizations can apply to their own brands. Discover how unwavering strategic vision and collaborative technologies–email, blogs, social networks, Twitter, and SMS messaging–empowered a formidable online community to help elect the world’s first “digital” President.
Table of Contents
Introduction- YouTube Epiphany
Part 1: The Underdog: The Rise of a Movement
Chapter 1 Introducing the Jr. Senator: The Birth of a New Community
Chapter 2 Up against the Clintons: Rewriting the Rules
Chapter 3 The Road to Denver: Navigating Controversy
Part 2: The Candidate: Creating a Compelling Vision
Chapter 4 The Birth of a Global Brand: Designing Hope
Chapter 5 Understanding the Past: The History of Online Campaigning
Chapter 6 MyBO: Keep It Local, Keep It Real
Chapter 7 Neighbor to Neighbor: The Talks That Matter
Chapter 8 Email: A Message Written Just for You
Chapter 9 Text Messaging and Mobile: C U @ The Rally
Chapter 10 The Blog: The Center of the Obamaverse
Chapter 11 Social Networks: Obama Everywhere
Chapter 12 Video: Up Close & Personal
Chapter 13 Analytics & Online Ads: Driving and Measuring Traffic
Part 3: The President: A New Beginning
Chapter 14 The New Face of Government - The Digital Administration
Format: Safari PTG
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