The "I am In" Era: Obama's 2012 Media Strategy

Barack Obama launched his 2012 re-election campaign on Monday 21/04/2011, by turning to the same tools that helped his election in 2008; the social media. His 2012 candidacy was announced with an update on Facebook and Twitter as well as a burst of emails to his supporters. The message was the same: "say that you're in," linking the user directly to Obama's official website barackobama.com, where they could sign up with their zip-code and email address to confirm "they are in." The webpage also allowed users to make a donation  for the campaign or volunteer. A Youtube video was aired, which did not feature the president himself but a diverse range of supporters explaining why Obama should be given another four years in the White House.

Obama stated "the politics we believe in does not start with expensive TV ads or extravaganzas, but with you- with people organizing block-by-block, talking to neighbours, co-workers, and friends," clearly hoping to re-engage a feeling of collective responsibility, the idea that the campaign is "a group project" rather than one handled by Team Obama alone.  


"New generation president" is on the rise. 51% of of all Americans above the age of twelve currently have a Facebook profile. 


Answering questions through his Facebook profile, Obama is able to communicate directly with his audience. The question is: is it a PR stunt or an appeal towards transparency? One might say both but the PR side of things are clearly in Obama's favour. 

Obama had great success with his online media campaign in 2008 and the same is likely to happen with his 2012 "grass-root appeal." 

Other candidates, such as Sarah Palin of the Republican party, are also very active on social media but have a smaller chance of getting nominated. Obama, however, still has the chance to energize the young people, who are crucial to his re-election. 

That said, it is just as important for the Republicans to engage with their main audience; the white elders. Demographics of social media is no longer just limited to the young. On the other hand, anyone with internet access is likely to be engaged in a social network, with increasing numbers of baby boomers and the elderly being represented.

Go Obama! Unlike his older counterparts, he actually comes across as a likely Facebook user, where candidates such as John Maccain doesn't quite have the same credibility.


Obama might not be re-elected for president but the "King of Social Media" title is definitely his;  the man who made Facebook president Mark Zuckerberg wear a jacket and tie- twice!

Are you in?