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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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9. Text Messaging & Mobile

C U @ THE RALLY

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MOBILITY WAS ANOTHER NEW FRONTIER explored by the Obama team. The text messaging program was rolled out by Scott Goodstein, Obama’s Director of External Online Organizing and Mobile, in June of 2007. Both Hillary Clinton and John Edwards also had an SMS component, but neither were as extensively integrated as Obama’s efforts. The Obama mobile platform included supporter-made Obama wallpapers and ringtones that remixed Barack’s quotes on healthcare and the war in Iraq. Text messaging was a new medium with several complicating factors including the fact that many users paid for incoming SMS messages. Texting ...

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