Musings About Online Marketing

Following Through (Use It, Work It)

with one comment

The more I look this over, the more I feel like it’s kind of a rant. šŸ˜€

One of the panels I enjoyed most at Search Insider Summit this past December was the first one, where the interactive campaigns for each presidential candidate were discussed and taken apart. This is one of those things that is a topic we all (at least need to) feel strongly about and pay close attention to as we make what is a very important decision as we cast our votes.

Obama’s presence on the Web was particularly interesting, not just how the campaign approached search, but the social medium as well. I wasn’t a big Twitter user during the campaign, but I definitely would have followed him had I been, just to watch how Twitter was utilized.

I followed a Tweet today that led me to a stats service showing how each user is trending on followers. It also lets you compare up to 3 Twitter users at a time. The oh-so-common bunny trail effect took me to Barack Obama’s Twitter Counter Stats page. After noting how much the Obama Twitter follows leveled off following the election, I decided to visit his Twitter page.

Here’s the thing that bothers me. His campaign was undoubtedly well-managed and done effectively through many grassroots-type mediums to build a buzz and get his information out there. However, judging by how his last tweet was done on November 5, it was completely abandoned because the mission had been accomplished, and Obama had won the campaign. Lame.

Even though is a fantastic way of reaching out to the public, all of these channels and communities that were established throughout the campaign should be leveraged to build and maintain a buzz for the presidential website. Is there an update on Tweet it. Post it on Facebook. Make it viral.

If you look at the timestamps on all of the updates, you know that even on Facebook, the majority of updates are not getting passed along to the public. is not my homepage, I don’t visit it often, but if I were to see that there were updates via Facebook or Twitter, I might actually visit the site and read up on recent developments.

The only method of communication that I have noticed is being used on a consistent and regular basis are the email updates from That is being done very well, but that only reaches people who have opted in to receive such updates.

All this basically boils down to is that whoever is in charge of digital strategy for the president needs to look back at how the Obama campaign was run, and leverage all those things to extend reach and communicate with the public.

Why not create a few jobs for people who can devise and carry out a digital strategy for the White House?

I really feel that the Obama administration has failed a little bit on following through with what was established during the campaign in terms of social assets on the Web. If I were grading them on their efforts, I’d give an ‘A’ for the presidentail campaign and a ‘D’ for their post-election efforts.

Bottom line is this – whether you’re establishing a brand, doing public relations, or just advertising in general, look at what you have developed in terms of a following and don’t throw it to the wayside as you move on to the next thing. Use what you’ve built and continue to build it with each initiative… it’s no different that having a mailing list, an email list, RSS subscribers, Twitter followers, or any other kind of social service. Make your efforts continuous rather than starting from scratch each time.

Okay, rant over. šŸ™‚


Written by rogersikes

January 8, 2009 at 10:18 pm

Posted in Online Marketing

One Response

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  1. Agreed, for as well as communication channels were set up during the election, it seems that they scrapped their entire strategy once they got what they wanted.

    Someone on CNN mentioned this point, and said it might have to do with all Presidential communications becoming part of the federal archive (same reason BO was asked to give up the Blackberry).


    January 14, 2009 at 8:10 pm

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