The key to Barack Obama's social media campaign was the way the values of the technology aptly reflected the values of the broader brand -- things such as openness, transparency, change and community, notes Laredo Group executive Jason Heller. While the tools Obama's team used to build his campaign certainly played role on the outcome, "it is brand Obama that fostered the community, engagement, energy and word of mouth, more so than the marketing vehicles."

Additional Summaries