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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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8. Email

A MESSAGE WRITTEN JUST FOR YOU

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EMAIL WAS THE MOST COMMON WAY PEOPLE CONNECTED with the campaign. Supporters became familiar with seeing messages from various staffers in their inboxes and could follow the campaign through a variety of perspectives: a strategic bird’s-eye view from Plouffe, frontline reports from Carson, and messages of hope and change from Barack himself. Subscribers would also receive emails from Michelle Obama, Joe Biden, Jill Biden, and even Al Gore encouraging them to get involved in the movement. To nurture these relationships, all campaign emails embodied a three-word mantra: respect, empower, and include.

Emails ...

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