Politics, not Porn, drives Social Media Adoption in 2007

I’m not sure how many times we’ve heard in the first wave how online pornography was the driver for innovation during the first wave. I worked at Exodus Communications from 2000-2003. I distinctly remember hallway chatter of the executive staff finding out that a major portion of the content that was hosted at Exodus was adult related. Apparently, the CEO decreed that we remove all porn related customers, apparently when the financial analysis came back it would have destroyed the business. Exodus, of course was an amazing bankruptcy (Chapter 11 –twice) but that’s another story.

It’s now 2007 and I’m seeing a tremendous amount of innovation being done from Presidential candidates who know to reach a wide audience that’s influential, online and educated, that having a solid social media strategy is more important.

Barack Obama, John Edwards have a stronger social media presence than many of today’s Fortune 100 companies.

With last week’s YearlyKos presedential debates we’re seeing an incredible amount of innovation as they adopt live video streaming for the debates, John Edwards has live video chats online, the YouTube debates and many other strategies for the presidential election (see my ongoing list).

It’s pretty clear that these mobile and active organizations are using the tools of information (I suspect they’ve many college interns) that know how to use these tools effectively.

[The American Presidential candidates are adopting social media as a core communication strategy, much faster and more effectively than most Global Fortune 1000 companies]

I need to credit to colleague Jennifer Jones for the insightful conversation that yielded this blog post, she’s been covering this topic from her podcast series. Also worth noting her latest blog post on Marketing Profs about Strategic Marketing is worth a read –I learn from her.


  • Great article. This move is indicative of a reassertion of the prerogative of the American people to “own” their government. Social media is a great means for allowing participation by those who may not necessarily be in D.C. or at the political party headquarters located in each state. That has to be a good thing in what is ideally a participatory democracy.

  • Great point Mike, many governments in the history have controlled the media.

    Now the media is the people, (in some countries)

    So who controls the government?

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  • Could you please send me a copy of this artical to my e-mail. It would be much appreciated.

    kristy_was_allll@aol.com

    – Kristy

  • Interesting Info!

  • I agree with you Jeremiah