Welcome to Tumblr, Mr. President.
As I explored in my senior thesis, the Obama team revolutionized campaigning in 2008 by tapping into the power of social. Aside from using the internet to raise an unprecedented amount of money, social networking promoted volunteerism, mobilized youth, built a community of supporters and made the campaign’s messaging ubiquitous. In the 2010 election cycle however, every candidate was on Twitter and Facebook and carbon copying so many of the Obama campaign’s innovations.
I agree with Nick Bilton that establishing a presence on Tumblr—a newer, fresher platform—is exactly the right kind of step for the Obama reelection team to stay one step ahead in the digital arena.
I’m looking forward to seeing how it evolves.