Yes We Did! : An Inside Look at How Social Media Built the Obama Brand

by Harfoush, Rahaf

• ISBN13: 9780321631534
• ISBN10: 0321631536
• Edition: 1st
• Format: Paperback
• Copyright: 2009-05-20
• Publisher: New Riders

Summary

FOREWORD by Don Tapscott, author ofWikinomicsandGrown Up Digital The Obama campaignrs"s mastery of social media for everything from fundraising to volunteer coordination has been widely reported. Until now, there hasnrs"t been an in-depth analysis of how they did it. InYes We Did, new media strategist and campaign headquarters volunteer Rahaf Harfoush gives us a behind the-scenes look at the campaignrs"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 technologiesemail, blogs, social networks, Twitter, and SMS messagingempowered a formidable online community to help elect the worldrs"s first"digital"President.

Author Biography

Rahaf Harfoush is a New Media Strategist who has a deep passion for exploring how technology is affecting the way we communicate, work and play. Rahaf specializes in helping organizations align their Social Media initiatives with their strategic vision to build authentic relationships with consumers, employees and other stakeholders. She was the Research Coordinator for Don Tapscott's bestselling Wikinomics: How Mass Collaboration Changes Everything, and a contributor to Grown Up Digital: How the Net Generation is Changing Your World. Rahaf blogs at TheFoush.com.

Table of Contents

Foreword by Don Tapscott
Introduction- YouTube Epiphany
Part 1: The Underdog: The Rise of a Movement
Chapter 1 Introducing the Jr. Senator: The Birth of a New Community
Chapter 2 Up against the Clintons: Rewriting the Rules
Chapter 3 The Road to Denver: Navigating Controversy
Part 2: The Candidate: Creating a Compelling Vision
Chapter 4 The Birth of a Global Brand:  Designing Hope
Chapter 5 Understanding the Past: The History of Online Campaigning
Chapter 6 MyBO: Keep It Local, Keep It Real
Chapter 7  Neighbor to Neighbor: The Talks That Matter
Chapter 8 Email: A Message Written Just for You
Chapter 9 Text Messaging and Mobile: C U @ The Rally
Chapter 10 The Blog: The Center of the Obamaverse
Chapter 11 Social Networks: Obama Everywhere
Chapter 12 Video: Up Close & Personal
Chapter 13 Analytics & Online Ads: Driving and Measuring Traffic
Part 3: The President: A New Beginning
Chapter 14  The New Face of Government - The Digital Administration