Much has been written on the presidential candidates use of social networks, including a recent post from Simon. While I was online this morning catching up on news, I saw a banner advertisement for Obama. I also received a text message alerting supporters of his Vice Presidential pick, Joe Biden (even though the effort was scooped by some overzealous reporters). On Facebook, I’ve seen a consistent Obama presence and now, after her Convention speech, even his wife, Michelle has Facebook Fans. A link to that speech was also emailed to me the next morning. I watched the entire thing and emailed it to my Mom.

I don’t recall seeing anything online from John McCain, and really nothing memorable in traditional media except his television ads comparing Obama to Paris Hilton and Britney Spears.

The candidates’ online presence and lack thereof clearly illustrates the key difference between them: one is young, forward-thinking, open to change, innovative, and relates to me on my turf (aka the Internet). The other is old school with traditional campaign tactics. There are great learnings in Obama’s campaign strategy for businesses attempting to enter the online marketing arena.

• Know your audience and relate to them where they already are visiting.
• Find out the tools that they use and weave your way into their online experience.
• Don’t overlook the potential in media such as text messaging and email.
• Be real, open, and accessible.

Filed under: Social Marketing, branding on Friday, August 29th, 2008 by Koren Henderson |
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