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Yes We Did!: An Inside Look at How Social Media Built the Obama Brand by Rahaf Harfoush

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6. My.BarackObama.com

KEEP IT LOCAL, KEEP IT REAL

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OBAMA’S OFFICIAL SOCIAL NETWORK, my.barackobama.com, was at the heart of the campaign’s new media strategy. Affectionately referred to internally as MyBO, the site allowed users to create events, exchange information, raise funds, and connect with voters in their area. MyBO was the digital home base from which the campaign could mobilize its army of supporters. Creating an account required an email address and a password. Users didn’t even have to confirm their email address. This was done to make the sign-up process as fast and easy as possible.

The drawback of this technique was that people ...

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