The Digital Vibes

Paul Gillin on Obama’s campaign
July 3, 2008, 5:59 pm
Filed under: Social Media | Tags: , , , , ,

Just read a recent post by Paul Gillin on the success of Obama’s campaign with a young audience. According to Gillin, Obama is literally broadcasting “every waking minute” with a variety of new media tools.

I’ve extracted an excerpt below to ignite some thoughts on stretching your PR campaign online:

When Obama gives a speech, a staffer videotapes it and uploads it to YouTube. When the candidate is in the car, aides are delivering messages on Twitter. Between campaign stops, the candidate conducts chats on MySpace or distributes position papers on his own social network.

The cost of these activities is next to nothing and the young audience they reach has been almost completely ignored by other campaigns. Perhaps more importantly, the Obama strategy has centered on frequent repetition, which is a classic marketing best practice. Instead of waiting for the media gods to bestow attention upon the candidate, the candidate chooses to become the media.”

What can marketers learn from this? For one thing, you are no longer a prisoner of the media. You can become the media. Secondly, if you choose a strategic combination of channels and then deliver messages consistently and frequently, you can get better results than by renting a half minute on TV once a week.

Finally, the Obama campaign has demonstrated the beauty of small markets. When you aggregate the candidate’s 43,000 Twitter followers, 60,000 YouTube subscribers, 1.1 million Facebook friends, 21,000 MySpace friends and 850,000 members of, you’re quickly over 2 million followers, each of whom has volunteered for that status. If you can convince each one of those people to spread the word to three others, well, you do the math.

You can check out the full post here: