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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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11. Social Networks

OBAMA EVERYWHERE

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THE CAMPAIGN USED SOCIAL NETWORK SITES to increase their messaging reach and create relationships with supporters outside of MyBO. Barack Obama recognized the opportunity to connect with specific demographics and was the first candidate to build profiles on social networks that targeted minority communities, including MiGente, BlackPlanet, FaithBase, and AsianAve. The idea was to bring the campaign into the online communities where voters were already spending time. “Some people only go to MySpace. It’s where they’re on all day. Some only go to LinkedIn. Our goal is to make sure that each supporter online, ...

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