11 Create Meaningful Content

Part 11 of 27 Social Media Lessons From Barack Obama’s Presidential Campaign

Obama micro-segmented his audience to create relevant content.

27 Social Media Lessons From Barack Obama's Presidential CampaignIn a campaign that generated over a billion email messages keeping the content relevant to the supporters was crucial. Rather than provide a single vanilla message to all; micro-segmented lists targeted specific messages to specific individuals.

Three particular groups were defined:

  1. Location based – to hone into issues in one’s own backyard
  2. Important Issues – individuals selected those of interest when they signed up and
  3. Donation History – to ensure that respectful requests were made relative to the timing, scale and frequency of previous contributions.

Action : Segment your supporter base and provide messages relevant to their requests and expectations.

Derived from Rahaf Harfoush, Yes We Did

More Updates

What a Glassblower taught me about Experience - product or principles

It takes years to become a master. But is the amount of time the crucial element? As US artist Rick Strini said, ‘You don’t get

October 5, 2026
They See What You Can't - with Maria Di Pietro

Sometimes other people can see something in us that we can’t yet see ourselves. After more than 25 years as a psychologist, Maria Di Pietro

October 2, 2026
Who helped you to see?

Most people assume education is the transfer of knowledge. But in my On Experience conversation with educator and facilitator Linda Gidlund, I realised I may

September 30, 2026