Technology Review: How Obama Really Did It

An interesting snapshot -- see the full article for details on how the Obama campaign was most effective in terms of leveraging the Internet and social software trends

Throughout the political season, the Obama campaign has domi­nated new media, capitalizing on a confluence of trends. Americans are more able to access media-rich content online; 55 percent have broadband Internet connections at home, double the figure for spring 2004. Social-networking technologies have matured, and more Americans are comfortable with them. Although the 2004 Dean campaign broke ground with its online meeting technologies and blogging, "people didn't quite have the facility," says ­Lawrence Lessig, a Stanford law professor who has given the Obama campaign Internet policy advice (Lessig wrote The People Own Ideas! in our May/June 2005 issue). "The world has now caught up with the technology." The Obama campaign, he adds, recognized this early: "The key networking advance in the Obama field operation was really deploying community­-building tools in a smart way from the very beginning."

Technology Review: How Obama Really Did It