1 Marry Campaign and Structure

27 Social Media Lessons - 1Part 1 of 27 Social Media Lessons from Barack Obama’s Presidential Campaign

The structure of your campaign reflects the values you hold.

Obama wanted ordinary people coming together around a common purpose. Therefore he built a grassroots, bottom-up organization. And, this reflects the nature of the internet. In particular it mirrors how people connect in life. He then built credibility and trust through actions that reinforced his value proposition.
Action : Does your campaign structure match your objective?
Action : Make your New Media team a standalone department, not just an add-on to the communications team. Make your team scalable and agile and design a flexible social media plan.

Derived from Rahaf Harfoush, Yes We Did

More Updates

Mark Molony - Experience is a Story

We often talk about learning from experience. But what if experience isn’t what we think it is? In this excerpt from my On Experience conversation with

June 7, 2026
Is my Experience Relevant with Mark Molony

You’ve spent years building your experience. But what if some of it is quietly becoming less useful? In this excerpt from my On Experience conversation with

June 3, 2026
Why On Experience Exists

For most of my career, I’ve been wrestling with the same question: How do you turn what you know into something of value? And inside

May 28, 2026