“Obama’s team speculated that he could bring in $200 to $300 million for the general election,” says Fraser. “And indeed, through online donations alone, he was able to raise over $500 million. And of that $500 million more than $160 million came from supporters who gave comparatively tiny amounts of $200 or less. These numbers prove once again that without a grasp of Web 2.0 and the fundraising capabilities it offers, political candidates will not be able to compete in the future.”
4. Candidates can effectively mobilize supporters. The vision of a networked, participatory, activist democracy is not a techno-utopia. It’s precisely what Alexis de Tocqueville witnessed in America nearly two centuries ago—a robust civil society and egalitarian spirit that motivated citizens to engage in all manner of voluntary associations. The prospect, nearly two hundred years later, of harnessing these vigorous public-spirited energies not only in America but throughout the world, is surely a vision that should be encouraged.
“Obama harnessed the energies of his supporters in many ways,” says Dutta. “He used an iPhone app that allowed supporters to feel politically engaged while spreading pro-Obama messages to their contact lists. He used Twitter and text messaging to tell supporters who his VP would be before the media even knew. And he used a direct e-mail campaign with messages that constantly encouraged supporters to volunteer and donate money to the campaign. As a result, his supporters felt like they were part of the campaign and transferred that feeling of inclusion into action. They canvassed. They made calls. They convinced their friends and family that Obama was the man for the job.
“Essentially the people Obama was reaching through social networking went out and helped him reach the people who he couldn’t reach through social networking,” adds Dutta. “While some of this could have happened without a Web presence, it likely wouldn’t have been enough to get him elected, and it certainly wouldn’t have manifested in the fervent support that he sees among his biggest supporters today.”
5. It facilitates civic engagement and creates social capital. In most modern democracies, voter turnout is alarmingly low, and political life is the business of a small minority. The vast majority are passive observers of the political process, making their voice heard only in times of crisis or momentous import. However, citizens show more loyalty to a political system, and feel more compelled to engage in civic activity, when they have confidence that their voice is heard and represented.
“Obama’s supporters were able to make their voices heard through their Facebook profiles, their Tweets, or by signing up to receive his e-mail updates,” says Fraser. “His embrace of Web 2.0 social networking opportunities closed the sense of disconnect between him and his followers and gave them a way to be heard—which, in turn, made them more fervent in their support and more likely to go out and spread the word.”
“As voters massively shift toward the Internet for social interaction, consumer purchasing, and political participation, office-seekers are wisely rushing to establish an online presence and connect with voters on the ground,” says Dutta. “Given the power of Web 2.0—socially, commercially, and organizationally—there can be no doubt that it will, inevitably, produce an e-ruptive impact on our political institutions. And if the values of democracy prevail, we can be reassured that it will bring about a better world.”
Note to Editor: Visit the book’s website, www.throwingsheep.com, to view a captivating and informative video about the book and also to get a sneak peak at the book’s Table of Contents, Preface, and first chapter.
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About the Authors:
Matthew Fraser, PhD, is a Senior Research Fellow at INSEAD. He completed graduate studies at the London School of Economics, Oxford University (Nuffield College), Université de Paris I (Panthéon-Sorbonne) and Institut d’Etudes Politiques de Paris, where he earned a doctorate in political science. He is the author of several books, including Weapons of Mass Distraction: Soft Power and American Empire (2005). A recognized media industries expert with long experience as an academic and journalist, he was Editor-in-Chief of Canada’s national daily newspaper, National Post, and co-hosted a primetime national television show, Inside Media, on Canada’s public all-news network, CBC Newsworld.
Soumitra Dutta, PhD, is Roland Berger Chaired Professor of Business and Technology at INSEAD. He obtained his doctorate in computer science and his M.Sc. in business administration from the University of California at Berkeley. At INSEAD, he is the faculty director of elab@INSEAD, a center of excellence in the digital economy. His research focus is on technology and innovation strategy at both corporate and national policy levels. His books include seven editions of The Global Information Technology Reporters (2002-2008), Innovating at the Top (2008), The Bright Stuff (2002), and Embracing the Net (2001). A popular speaker and a fellow of the World Economic Forum, he has presented numerous high level conferences around the world.
About the Book:
Throwing Sheep in the Boardroom: How Online Social Networking Will Transform Your Life, Work and World (Wiley, 2008, ISBN: 978-0-470-74014-9, $29.95) is available at bookstores nationwide, major online booksellers, or direct from the publisher by calling 800-225-5945. In Canada, call 800-567-4797.
Wiley Publishing, Inc. (“Wiley”), a wholly-owned subsidiary of John Wiley & Sons, Inc., is a global knowledge company with a diverse portfolio of technology, business, consumer and how-to brands, computer-based learning tools, Web-based products and Internet e-services. The company’s best-selling brands include For Dummies, Betty Crocker, Bible, Cliff’s Notes, Frommer’s Unofficial Guide, Visual, Weight Watchers, and Webster’s New World. Wiley is also the publisher of AOL Press, Hewlett-Packard Press, Netscape Press, and Red Hat Press. Wiley has thousands of active titles in 39 languages and also owns the websites www.cliffsnotes.com, www.dummies.com, and www.frommers.com. For Dummies is a registered trademark of Wiley Publishing, Inc. in the United States and other countries. All other trademarks are property of their respective owners. Founded in 1807, John Wiley & Sons, Inc. provides must-have content and services to customers worldwide. Its core businesses include scientific, technical, and medical journals, encyclopedias, books, and other online products and services, professional and consumer books, and subscription services and educational materials for undergraduate and graduate students and lifelong learners. Wiley has publishing, marketing, and distribution centers in the United States, Canada, Europe, Asia, and Australia. The company is listed on the New York Stock Exchange under the symbols JWa and JWb. John Wiley’s recently re-launched Internet site can be accessed at www.wiley.com.
For more information, please visit www.throwingsheep.com.
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