By Molina-Cosculluela

Today, social media has become the hallmark of vibrant and transparent communication. The impact of social media experienced a watershed moment when an underdog nominee rose to be seated as the nation’s choice of President. Some people pointed to how Obama convinced volunteers using social media which gave him increased loyalty among voters. The voter community became so energized that it transformed what was mainly a passive audience into a participative community.

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En este capítulo seguimos con Luis Casas y Joe Cloralt de La Universidad de Florida, quienes ahora nos dan sus opiniones sobre lo que fue la campaña del presidente Obama en su camino a la presidencia, además nos cuentan algunas experiencias de como la gente vivió una nueva etapa de elecciones con esta nueva forma de publicidad.

by Leonel Azuela

Recent presidential campaigns both sides of the border have changed the mechanics of voter engagement by leveraging Internet marketing, social networking, and a host of digital tools. But there were big differences in how these strategies were used in the elections of Presidents Calderón and Obama . What makes the Mexican 2006 Presidential campaign just a “success” in the use of Digital Marketing  and the U.S. 2008 Presidential campaign case an “outstanding” case study?  Felipe Calderón and Barack Obama ‘s Presidential campaigns were successful as they both won the elections making use of interactive and community marketing and the internet to promote the vote. However  there were wide differences on how they used  the new technology and new media that reflect many of the different realities between México and the United States.

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by Miguel Molina Cosculluela

Despite any political differences or similarities we might have with the Obama administration, one thing is certain, for those, and I’m including myself, that work creating and conceptualizing social engagements  and customer relations through online media: Obama is dominating the political online arena. He proved it when he was contending to become the presidential nominee, then again during the presidential election campaign, and now  he is building  e-bridges between the White House and your personal computer. Probably some of his predecessors had the good fortune of being part of history by adopting new media for political reach and engagement, and I’m quite positive the same words I’m using today were used when someone described the use of Radio or TV for the first time by a politician. Maybe 20 years, or 10, or 5 years from today we’ll be fortunate enough to witness another leap, such as the one Obama and his team took when they decided to rule the political e-world.

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by Emma Heald

On March 27, President Obama gave us interactive marketing watchers a lesson in making sure your media fits your message. The Obama administration engaged in yet another interactive “first” when the President took part in a live Internet chat. The chat was pitched as part of the President’s ongoing commitment to using interactive communication and the Internet to contact, inform, and listen to his constituents. It was also supposed to offer more “two-way” communication than Obama’s previous Internet video presentations, which, despite the use of new media, weren’t that different from the traditional Presidential speeches and chats you see on the TV and radio.
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