Postcards

How the power players do it - by Fortune senior editor at large Patricia Sellers

Obama's power in social networking

October 17, 2008: 1:02 PM ET

If Barack Obama wins the Presidency--which is ever more likely since he's leading in virtually all the polls--some credit must go to his campaign's embrace of new-fangled communication methods. Specifically, social networking. During a panel called "One Month to Go: The Road to the White House" at Fortune's recent Most Powerful Women Summit, Penny Pritzker, Obama's finance chair, talked about how his campaign had a scant 20,000 names early on, when Hillary Clinton's campaign had already collected some 250,000 names. "We took a page from Silicon Valley," Pritzker said. "We thought, What can we do to harness social networking? Today we have over 5 million names."

My colleague Nina Easton, who is Fortune's Washington editor, noted during the discussion that in those early campaign days, anyone who went to an Obama rally was besieged by people asking them to "fill out this card" so the campaign could collect e-mail addresses. Pritzker explained, "All we asked people to do was sign up. If you sign up, we can communicate with you. That helped us gather more than 2.1 million volunteers -- and we use the social network for fundraising as well."

Indeed, Time national political correspondent Karen Tumulty noted that on BarackObama.com, you can set up your own personal Barack Obama page and do fundraising from it. "Because it's about YOU," blares the headline on the Obama campaign's My.BarackObama.com page.

Citigroup (C) chief marketing officer Lisa Caputo, who had been Hillary Clinton's press secretary during the Clinton Administration, led the discussion at the Summit. Also on the panel: former eBay (EBAY) CEO Meg Whitman, who is co-chair of the McCain campaign. If McCain loses on November 4, Whitman looks likely to run for Governor of California in 2010--and as I said on Postcards on Wednesday, judging by the votes of Fortune's Most Powerful Women at least, she and Obama both have decent odds.

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About This Author
Nina Easton
Nina Easton
Fortune

An award-winning author, columnist, and TV commentator, Nina Easton offers insights at the intersection of economics and politics. For six years she has been a regular panelist on Fox News Sunday and Special Report, and has appeared on NBC's Meet the Press, CBS's Face the Nation, and PBS's Washington Week in Review and Charlie Rose. Easton is the author of the critically acclaimed Gang of Five: Leaders at the Center of the Conservative Ascendancy. Prior to joining Fortune, she won a number of national awards as a Los Angeles Times writer, and later served as the Boston Globe's deputy bureau chief in Washington. She is a native Californian and a graduate of the University of California at Berkeley.

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The Fortune/U.S. State Department Global Women Leaders Mentoring Partnership brings rising-star women from countries around the world to the U.S. for three-week mentorships with participants of the annual Fortune Most Powerful Women Summit - among them Ursula Burns of Xerox, Laura Lang of Time Inc., Marissa Mayer of Yahoo, and Tory Burch.

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