I found this clip on YouTube on Barack Obama's Social Media Philosophy (care of Smartmobs.com - Barack Obama on social media in his campaign) that makes interesting viewing - the main point being that Obama could afford to spend campaign workers to states he ended up winning with out much of an expense because the communities he sent his people to already existed and self-organized beforehand.
He also explains that the new wave of Social Networks and community activism is taking away the influence of political endorsements.
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