Social Software Adoption

US President Obama is credited for his effective use of social software. Edelman just published a paper titled " Social media lessons from the Obama campaign" as part of their insight series. From the description: " Barack Obama won the presidency in a landslide victory by converting everyday people into engaged and empowered volunteers, donors and advocates through social networks, e-mail advocacy, text messaging and online video. By combining social media and micro-targeting in the manner that it did, the campaign revealed force multipliers that are already being adopted as part of a new communications model. In The Social Pulpit, Edelman’s Digital Public Affairs team in Washington, D.C., examines the tactics of this revolutionary campaign and what it means for communicators in a new era of public engagement." You can download the report for free, it makes an interesting read. I liked the proposed stepped approach dubbed "Crawl, Walk, Run, Fly"

You might be in for a crash landing when short-cutting the process.