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Yes We Did! An inside look at how social media built the Obama brand
- By Rahaf Harfoush
- Published May 20, 2009 by New Riders. Part of the Voices That Matter series.
- Copyright 2009
- Dimensions: 7 X 9
- Pages: 216
- Edition: 1st
- Book
- ISBN-10: 0-321-63153-6
- ISBN-13: 978-0-321-63153-4
- eBook (Watermarked)
- ISBN-10: 0-321-64870-6
- ISBN-13: 978-0-321-64870-9
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Product Author Bios
Rahaf Harfoush is a New Media Strategist who has a deep passion for exploring how technology is affecting the way we communicate, work and play. Rahaf specializes in helping organizations align their Social Media initiatives with their strategic vision to build authentic relationships with consumers, employees and other stakeholders. She was the Research Coordinator for Don Tapscott's bestselling Wikinomics: How Mass Collaboration Changes Everything, and a contributor to Grown Up Digital: How the Net Generation is Changing Your World. Rahaf blogs at TheFoush.com.
FOREWORD by Don Tapscott, author of Wikinomics and Grown Up Digital
The Obama campaign’s mastery of social media for everything from fundraising to volunteer coordination has been widely reported. Until now, there hasn’t been an in-depth analysis of how they did it.
In Yes We Did, new media strategist and campaign headquarters volunteer Rahaf Harfoush gives us a behind the-scenes look at the campaign’s use of technology, from its earliest days through election night. She reveals strategic insights organizations can apply to their own brands. Discover how unwavering strategic vision and collaborative technologies–email, blogs, social networks, Twitter, and SMS messaging–empowered a formidable online community to help elect the world’s first “digital” President.
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38 of 43 people found the following review helpful
All fluff, no substance,
This review is from: Yes We Did! An inside look at how social media built the Obama brand (Paperback)
I can't believe that I paid money for this book. I'm strongly considering finding Ms. Harfoush's PO Box, returning this book to author, and seeking a refund. Or sending her a copy of Lester Wunderman's Being Direct.I think I should preface my comments by saying that I work in the online marketing industry, was impressed by the Obama campaign, and was looking forward to an interesting read highlighting the strategy and tactics behind the revolutionary Obama campaign. I found nothing. I found abysmally little insight. The strategies did not make it past basic direct marketing. The book so completely lacks any details that it reads like a high school "How I spent my summer vacation" essay punctuated with smiley faces and hearts over the i's. For example, take chapter 13 Analytics and Online Media, this chapter runs 6 pages. The social media section can be summarized "Obama campaign spent a lot with google, we got a 15 to 1 ROI". Though what is ROI here... Read more
16 of 19 people found the following review helpful
No Substance, By Larry Underwood "Author - St Louis Cardinals ... (Scottsdale, AZ) - See all my reviews
This review is from: Yes We Did! An inside look at how social media built the Obama brand (Paperback)
The author, Rahaf Harfoush, has written an inside perspective of Obama's "brand identity" through social media during his landslide victory last November. It's filled with a lot of fancy sounding verbage, but the book reads like something a college freshman would compose during a frantic all-nighter. Professor Underwood gives her a solid D.The truth of the matter is, Obama would've won easily, even if he'd never heard of Twitter. He had the election in the bag by the time he first appeared on the cover of Rolling Stone. I'm not saying social media isn't important; however, this book's analysis of its relationship in getting Obama elected is of little substance. I can think of a half dozen books that are more relevent on the subject, without using the Obama hype. If you're looking for some 5 star books on the subject, check out Dan Schawbel's... Read more
6 of 6 people found the following review helpful
Shows how Obama really drove voters to the box,
This review is from: Yes We Did! An inside look at how social media built the Obama brand (Paperback)
For a none American this book confirmed my worst fears about the popularist circus that has become The US Presidential Election. If you like Obama and think he won the election because he's different, don't read this book. It is however, a fascination look at how the Obama machine managed to use social media to it's maximum effect, learning from the mistakes of their predecessors. This is an excellent book for marketers and businesses who want to learn how to use new media to drive people their way.Be wary however of some grossly lacking editing (the book is riddled with mistakes, even in some headings). It also degrades into a juvenile high-school-journal-feel in the second half so if time is precious just rip through the first. It's an easy read if you accept the errors. |
Online Sample Chapter
How Social Media Built the Obama Brand: Understanding the Past
Table of Contents
Foreword by Don Tapscott
Introduction- YouTube Epiphany
Part 1: The Underdog: The Rise of a Movement
Chapter 1 Introducing the Jr. Senator: The Birth of a New Community
Chapter 2 Up against the Clintons: Rewriting the Rules
Chapter 3 The Road to Denver: Navigating Controversy
Part 2: The Candidate: Creating a Compelling Vision
Chapter 4 The Birth of a Global Brand: Designing Hope
Chapter 5 Understanding the Past: The History of Online Campaigning
Chapter 6 MyBO: Keep It Local, Keep It Real
Chapter 7 Neighbor to Neighbor: The Talks That Matter
Chapter 8 Email: A Message Written Just for You
Chapter 9 Text Messaging and Mobile: C U @ The Rally
Chapter 10 The Blog: The Center of the Obamaverse
Chapter 11 Social Networks: Obama Everywhere
Chapter 12 Video: Up Close & Personal
Chapter 13 Analytics & Online Ads: Driving and Measuring Traffic
Part 3: The President: A New Beginning
Chapter 14 The New Face of Government - The Digital Administration
Downloadable Sample Chapter
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