"The Race for the New-Media Nomination
As they grapple for votes, Clinton and Obama are also locked in a battle of the brands"
Feb 28, 2008
"We are watching the first presidential election of the new-media age. Call it election 2.0, if you like. The Obama campaign's ability to delay -- and possibly derail --
In 2006, blogging and online donations were the game changers. In 2008, we add YouTube, Facebook, MySpace, Digg and the like. Obama's team has benefited more from new-media tactics than
Comparing tactics will tell us little. Site for site and link for link, Clinton, Obama and even McCain all use seemingly identical digital strategies: Facebook and MySpace pages, proprietary social networks and more video than any voter has time to watch. But a casual scrape of public data shows him outpacing her in online donations, social network supporters and videos that have truly gone viral. This is all happening while Obama's machine spends less per week. The difference is not in the tactics; it is in the brand.
At this point, no one can know that one brand works better than the other. Until the primaries are over -- or voters in
The value of that chatter is hard to measure. Yet so many marketers seem to want what Obama has -- a new-media halo that generates attention and energy for the brand. Debates in marketing departments right now are driven by concern that brands are under-represented in social networks and user-generated content forums. That sort of brand envy is natural because digital chatter is a good index of a brand's relevance and health. But new-media prosperity is not a practice…"
Read the full story here.