“The year campaigns leveraged the Internet in ways never imagined. The year we went to warp speed. The year the paradigm got turned upside down and truly became bottom up instead of top down.
”To a considerable extent, Republicans and Democrats say, this is a result of the way that the Obama campaign sought to understand and harness the Internet (and other forms of so-called new media) to organize supporters and to reach voters who no longer rely primarily on information from newspapers and television. The platforms included YouTube, which did not exist in 2004, and the cellphone text messages that the campaign was sending out to supporters on Monday to remind them to vote. [Adam Nougourney in today's NYT]
Read more about the consumer as participant rather than target audience.
And just what is social marketing?
You might also want to compare the closing graph of each candidate's op-ed piece in yesterday's Wall Street Journal. A lot of clues there too about how the paradigm shifted. See if you can tell who is who.
I believe that America is an exceptional country, one that demands exceptional leadership. After the difficulties of the last eight years, Americans are hungry for change and they deserve it. My career has been dedicated to the security and prosperity of America and that of every nation that seeks to live in freedom. It's time to get our country, and our world, back on track.
And this -
I ask you to write our nation's next great chapter. I ask you to believe -- not just in my ability to bring about change, but in yours. Tomorrow, you can choose policies that invest in our middle class, create new jobs, and grow this economy so that everyone has a chance to succeed. You can choose hope over fear, unity over division, the promise of change over the power of the status quo. If you give me your vote, we won't just win this election -- together, we will change this country and change the world.