Educating People to Take Action
Senator Barack Obama is considered to be the most plugged-in of the candidates when it comes to using the internet as a campaign tool. In the Rolling Stone article, The Machinery of Hope, the author discusses how Obama followed in Governor Howard Dean's footsteps when it came to using the Internet, and how initially, that was considered a risky thing to do (given Dean's political spin out in the 2000 Presidential election). With that said, Obama was wise to stick with his online strategy, and his wisdom has paid off in the guise of a robust website that's packed with social media tools.
Obama's homepage grabs the users and asks them to take action right away. Site visitors are greeted with a dynamic window that flashes new content every few seconds; each window asks visitors to take a different action - from downloading his "Plan for America," to donating money after looking at the map of committed delegates. This kind of instant engagement is good for getting people involved as soon as they land on his site, and offers the kind of education voters seek when looking to elect a leader.
Education seems to be a key to the Obama campaign, and the first tab in the site's navigation is "Learn." From this link, users can find all kinds of information about the Senator from Illinois, and even check facts to find out if what they're hearing in the news (or from other candidates) is true. In his "Issues" section, Obama even offers his 64-page "Blueprint for Change," a document that outlines his plan for the country if elected President.
Obama's campaign seems to rely on getting people involved in the process - not unlike Clinton's strategy. From the "People" link where Obama addresses Americans of all different races, ethnicities and backgrounds, to the "Action Center" where he reaches out to voters and asks them to donate money, organize events and volunteer their time, people are at the heart of this campaign. Voters can also sign up for an account on MyBarackObama.com, a personalized online community of Obama supporters, and create their own groups in support of the candidate.
The Obama campaign also has a blog, offers eNewsletter updates, mobile/text updates, ring tones and wallpaper for cell phones and a variety of interactive tools that let voters see how many voters are needed to secure the nomination, and when primary elections are scheduled around the country. Voters can also download all kinds of Obama imagery, and the image above was downloaded right from his site and dropped into this post with little editing.
Overall it seems that the Obama campaign has really stressed the importance of educating voters by providing a tremendous amount of content (multimedia and text) that they can turn to throughout the electoral process. Once voters are educated as to the facts, the website is set up to allow people to form their own alliances in support of Obama and to participate at their own pace.