Obama transforms Web-based politics

US President-elect Barack Obama showed other politicians how to harness the power of the Web in 2008.

US President-elect Barack Obama showed other politicians how to harness the power of the Web in 2008, bringing political campaigns kicking and screaming into the 21st century.

Obama went beyond the somewhat static Web pages of most past campaigns, by tapping the power of Web 2.0 tools including Facebook, YouTube, blogs and discussion boards, to create a conversation with potential voters. Republican opponent John McCain used some of the same strategies, but many Internet experts saw the Obama campaign as the ultimate example of a politician embracing the Web.

"Obama's campaign created the textbook of how to do online campaigning," said Alexis Rice, creator of CampaignsOnline.org and a fellow at the Center for the Study of American Government at Johns Hopkins University. "Every campaign, from now on -- Republican, Democrat, independent, local level, national level, state level, will look to the Obama campaign as a model of how to do it right."

Some dissenters say that McCain and fellow Republicans made use of many of the same social-networking tools, but Obama may have gotten more credit because young voters attracted to him were predisposed to using Web 2.0 applications.

Others suggested that Obama's use of Web tools during the campaign may have been groundbreaking for politics, but his campaign made use of Internet tools that have largely been around for years.

"I am actually rather annoyed with the rosy press that the Obama campaign's technology use has gotten so far, because it is vastly underselling the full potential of Web technology for the federal government," Chris Townsend, an innovation management analyst at Forrester Research, said in an e-mail.

"Thus far, Obama's superb use of social technologies has been limited to marketing uses. But to really make an impact as a leader (rather than a campaigner), it is absolutely critical that Obama extends his use of the Web into operations."

Obama has talked more about innovation policy than creating an innovative government, Townsend added.

Still, the Obama campaign used a variety of Web tools to interact with potential voters. The campaign sent out announcements and alerts through Twitter and text messages. Blogs on the campaign's Web site encouraged debate. Obama's people posted dozens of videos on YouTube, with viewers able to comment on them.

Then there was the online fundraising. Obama raised close to US$750 million during his campaign, with more than $500 million raised online. Obama's campaign sent e-mail messages asking for donations as small as $5, and the average online donation was around $80, according to news reports.

The next step, as Townsend and others said, is for Obama to use Web 2.0 tools to transform government, not just campaigns. That's a more difficult proposition, several Web experts said.

Many US agencies don't have the resources or the ambition to open up a two-way conversation with constituents, said Maura Corbett, a partner in Qorvis Communications, a Washington, DC, public relations agency with several tech clients. The Obama administration "can't empower citizens to participate if their own agencies don't," she said. "That's the harder job. You can have the best plan for open government and communication, but most federal agencies don't have the tools to do it."

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.

Grant Gross

IDG News Service
Show Comments

Brand Post

Most Popular Reviews

Latest Articles

Resources

PCW Evaluation Team

Luke Hill

MSI GT75 TITAN

I need power and lots of it. As a Front End Web developer anything less just won’t cut it which is why the MSI GT75 is an outstanding laptop for me. It’s a sleek and futuristic looking, high quality, beast that has a touch of sci-fi flare about it.

Emily Tyson

MSI GE63 Raider

If you’re looking to invest in your next work horse laptop for work or home use, you can’t go wrong with the MSI GE63.

Laura Johnston

MSI GS65 Stealth Thin

If you can afford the price tag, it is well worth the money. It out performs any other laptop I have tried for gaming, and the transportable design and incredible display also make it ideal for work.

Andrew Teoh

Brother MFC-L9570CDW Multifunction Printer

Touch screen visibility and operation was great and easy to navigate. Each menu and sub-menu was in an understandable order and category

Louise Coady

Brother MFC-L9570CDW Multifunction Printer

The printer was convenient, produced clear and vibrant images and was very easy to use

Edwina Hargreaves

WD My Cloud Home

I would recommend this device for families and small businesses who want one safe place to store all their important digital content and a way to easily share it with friends, family, business partners, or customers.

Featured Content

Product Launch Showcase

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?