PR powerhouse Edelman has put together an excellent analysis of the Obama campaigns social media strategy. Check out "The Social Pulpit: Barack Obama's Social Media Toolkit."
On social networking:
It is also important to note that Obama was not on every social network: he selected the most significant and important platforms in which to participate. While the unsuccessful Edwards campaign was on dozens of social networks, Obama limited his official presence to 15 and leveraged these platforms to direct people to the MyBO Web site, where the campaign had a greater ability to channel people to the specific activities and causes that were deemed the most important to fulfilling the campaign’s electoral strategy.
Additionally, when the opposition created videos criticizing Obama (e.g., Reverend Wright), the campaign released videos that used the same tags so that its positive response could be found when people searched for the original. The campaign understood that most people on YouTube use “related videos” to find what to watch.
A 2006 study by the New Voters Project found that text-message reminders helped increase turnout by four percent at a cost of only $1.56 per vote, much cheaper than the cost of door-to-door canvassing or phone banking, at a cost of $20 to $30 per vote....The campaign used major announcements to drive people to the mobile platform, such as Obama’s choice of Senator Joe Biden as his running mate, which Nielsen Mobile has quantified as the largest mobile marketing event in the United States to date.
Read the 10 page white paper >>.
(Via Micro Persuasion.)