Campaigns aim to harness social video with integrated donations

03/15/2012 | New York Times (tiered subscription model), The

President Barack Obama's re-election team is scheduled to post a Tom Hanks-narrated documentary to YouTube today, using a platform that will allow viewers to post content to Facebook, volunteer or make donations without leaving YouTube. The campaign of Republican contender Mitt Romney uses a similar platform for its YouTube videos. The efforts highlight the increasing importance of social channels and online video to political campaigns. "It's the ability to get your message out quickly that makes all the difference. And that's really where I think YouTube has found a niche in politics," said Zac Moffatt, digital director for Romney's campaign.

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New York Times (tiered subscription model), The

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