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With elections round the corner and proven success of Obama’s online operation; India too was expected to follow the path to win hearts of tech-savvy and potentially influential – middle classes on the worldwide web.


It feel really happy to see the net coming of age and getting the focus, even from political parities and NGOs though am sure they are aware that many of the educated, English-speaking and loudly government-bashing middle and upper classes happily confess of being disinterested in voting.

In US, it surely was the literate middle class that brought the change and bought the concept of “Yes We Can”. I hope not just the communication medium, even our people get inspired to go out and make a difference.

This year has seen many such incidents where middle class Indians have taken to streets to denounce politicians for not doing enough for them. So I do believe connecting with literate middle class could make a difference.

What did Obama do right?

o        Connecting with people where they flocked – his campaign was everywhere: YouTube, MySpace, Flickr, Twitter and Facebook

o        Used email marketing effectively and sent emails to more than 13 million addresses.

o        Maintained profile across various big and niche online communities. That included BlackPlanet, a MySpace for African Americans, and Eons and Students for Barack Obama on Facebook.

o        He ensured that youngsters, who were backing him, took action and made to the polls.  On Facebook’s Election 2008 page, more than 5.4 million users clicked on an “I Voted” button.

Obama used the basic principle of social media marketing – create a platform, seed it with relevant issues and pass-on the control to users. Alongside channelizes their energies in right direction, if possible.

Though such campaigns do a good job for politicians, let’s hope new government uses social media to listen to the conversations and act on them.