The online organizing magic behind Obama's campaign in Florida
Thursday, October 30, 2008
I've been thinking a lot about the election lately (along with everyone else on the planet). And, aside from being incredibly excited and anxious about waiting to see if Obama actually pulls it off, I'm looking forward to reading all about how the Obama campaign has used a perfect combination of new media and mass media to do it.
This great little article on wired.com, focuses on Obama's online organization tools (my.barackobama.com), where they came from, and how they've been used effectively in Florida.
The system combines top-down direction, advice, and tools, with the freedom for independent minded supporters to take action on their own. It was adapted from a study by two Harvard professors Marshall Ganz and Ruth Wageman.
Active users accumulate points on the system, which acts as both a psychological incentive, like a game, and as a signifier to new members that this user is someone who knows what to do, i.e. talk to this person for more information. The online system that the Obama campaign uses harnesses on-the-ground canvasing by building a huge database of voters and their inclination to vote for Obama. This database can then be used by supporters all over the country to follow up with voters by calling them to make sure that they turn out to vote on election day.
This is what's going to make the difference on November 4th.
This great little article on wired.com, focuses on Obama's online organization tools (my.barackobama.com), where they came from, and how they've been used effectively in Florida.
The system combines top-down direction, advice, and tools, with the freedom for independent minded supporters to take action on their own. It was adapted from a study by two Harvard professors Marshall Ganz and Ruth Wageman.
Active users accumulate points on the system, which acts as both a psychological incentive, like a game, and as a signifier to new members that this user is someone who knows what to do, i.e. talk to this person for more information. The online system that the Obama campaign uses harnesses on-the-ground canvasing by building a huge database of voters and their inclination to vote for Obama. This database can then be used by supporters all over the country to follow up with voters by calling them to make sure that they turn out to vote on election day.
This is what's going to make the difference on November 4th.
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