the social media election

The Social Media Election Analysis of the 2008 Barack Obama Campaign By: Sara Fleming

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Analysis of the Barack Obama presidential campaign in terms of social media use.


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The Social Media ElectionAnalysis of the 2008 Barack Obama Campaign

By: Sara Fleming

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Faces Behind the Campaign

Thomas Gensemer

•Worked on the Howard Dean presidential campaign in 2004.

•He took the staff of the Dean campaign and created Blue State Digital.

•Blue State Digital helped to create

•Engage the visitor before asking them for money. Theory helped Obama campaign raise $600 million dollars.

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Faces Behind the CampaignMeredith Segal

•Inspired by Senator Obama’s speech at the Democratic National Convention.

•Created Facebook group in 2006: Students for Obama.

•Students for Obama grew to 62,000 members by February 2007.

•Named official student organization of the Obama campaign.

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Faces Behind the CampaignChris Hughes

•One of the founders of Facebook with Mark Zuckerberg while he was a student at Harvard.

•Left Facebook in 2007 to help Obama with his campaign.

•“We were finally living in a culture where people get what networks are and what technology can do to connect people.”

•Launched in February 2007 and the site almost crashed because of the traffic.

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•Launched in February 2007 after Obama announced his candidacy.

•The site prompted visitors to create an account with an email address.

•Over three million people created accounts on the site throughout the campaign.

•Users raised $35 million dollars with tools provided by

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iPhone App•Rolled out iPhone app in October of 2008.

•Between launch date and the November election day 95,000 supporters installed the app and made 41,075 calls.

•The app created a mobile office for supporters in the field

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Social Network Sites

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“Modern communications technology is transforming the landscape of political campaigns. “ - C. Panagopoulos

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1. Cogburn, Derrick and Fatima Espinoza-Vasquez. “From Networked Nominee to Networked Nation: Examining the Impact of Web 2.0 and Social Media on Political Participation and Civic Engagement in the 2008 Obama Campaign”. Journal of Political Marketing. Web. February 23, 2011.

2. 3. Harfoush, Rahaf. Yes We Did. Berkley: New Riders, 2009. Print.4. McGirt, Ellen. “How Chris Hughes Helped Launch Facebook and the Barack

Obama Campaign”. Web. July 30, 2014.5. 6. Panagopoulos, Costas, et al. Politicking Online: The Transformation of Election

Campaign Communications. Piscataway: Rutgers University Press, 2009. Print.7. 8. Quily, Pete. “Barack Obama Vs. John McCain Social Media and Search Engine

Scorecard”. Web. July 30, 2014.

9. Springer, Paul and Mel Carlson. Pioneers of Digital: Success stories from leaders in

advertising, marketing, search and social media. Philadelphia: Kogan Page, 2012. eBook.