Barack Obama's Social Media Kit

"Barack Obama won the presidency in a landslide victory (by a margin of nearly 200 electoral votes and 8.5 million popular votes) by converting everyday people into engaged and empowered volunteers, donors and advocates through social networks, e-mail advocacy, text messaging and online video. The campaign's proclivity to online advocacy is a major reason for his victory."

"While 60 percent of adults in the United States belong to a social network, most do not belong to more than one. If you want to reach them, you have to know where they are and connect with them there. As Obama adviser Scott Goodstein said: “Some people only go to MySpace. It's where they're on all day. Some only go to LinkedIn. Our goal is to make sure that each supporter online, regardless of where they are, has a connection with Obama.”14 Obama had profiles on more than 15 social networks, including Facebook and MySpace."

Download and read the full report by Edelman.