Yes we did : an inside look at how social media built the Obama brand / Rahaf Harfoush

Author: Harfoush, Rahaf
Published: Berkeley, CA : New Riders, [2009]
Copyright Date: ©2009
Physical Description: 1 online resource (xiv, 199 pages) : color illustrations

Access Online

go.oreilly.com

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Series

Voices that matter

Contents

Part one. The underdog: the rise of a movement. Introducing the junior senator -- Up against the Clintons -- The road to Denver -- Understanding the past -- Personal experience: Welcome to Obama land -- Part two. The candidate: creating a compelling vision. Personalp experience: The race is on -- The birth of a global brand -- My.barackobama.com -- Neighbor to neighbor -- Email -- Text messaging & mobile -- The blog -- Social networks -- Video -- Analytics and online ads -- Part three. The president: a new beginning -- Personal experience: Election day -- The new face of government.

Summary

FOREWORD by Don Tapscott, author of Wikinomics and Grown Up Digital The Obama campaign's mastery of social media for everything from fundraising to volunteer coordination has been widely reported. Until now, there hasn't been an in-depth analysis of how they did it. In Yes We Did, new media strategist and campaign headquarters volunteer Rahaf Harfoush gives us a behind the-scenes look at the campaign's use of technology, from its earliest days through election night. She reveals strategic insights organizations can apply to their own brands. Discover how unwavering strategic vision and collaborative technologies-email, blogs, social networks, Twitter, and SMS messaging-empowered a formidable online community to help elect the world's first "digital" President

Subject(s)

ISBN

9780321648716
0321648714
8131750019
9788131750018
9780321631534
0321631536

Note

My.barackobama.com.
Includes index.

View MARC record | catkey: 37420159