When it comes to social media, it’s easy to underestimate the power the ‘social’ side of the equation can have.
As demonstrated by Obama’s presidential campaign, when people with the same social cause come together online with the right technology and leadership, extraordinary things happen. Larry Grisolano, senior communication strategist for the Obama Presidential Campaign, told marketers at MPlanet in January, 2009, that it took more than social network technology to drive Obama supporters.
According to Grisolano, one of the biggest reason the Obama campaign was so successful (online and off) was the common sense of ‘mission’ and the hunger for change that everyone shared. Ad Age magazine recognized the Obama campaign as “Marketer of the Year,” and the New York Times reported that the television advertising campaign by Obama for America, on an annualized basis, was more extensive than all but two commercial advertisers in the country.
