The Facebooker who friended Obama

By Brian Stelter

updated 11:05 p.m. ET July 6, 2008

Last November, Mark Penn, then the chief strategist for Hillary Rodham Clinton, derisively said Barack Obama’s supporters “look like Facebook.”

Chris Hughes takes that as a compliment.

Mr. Hughes, 24, was one of four founders of Facebook. In early 2007, he left the company to work in Chicago on Senator Obama’s new-media campaign. Leaving behind his company at such a critical time would appear to require some cognitive dissonance: political campaigns, after all, are built on handshakes and persuasion, not computer servers, and Mr. Hughes has watched, sometimes ruefully, as Facebook has marketed new products that he helped develop.

“It was overwhelming for the first two months,” he recalled. “It took a while to get my bearings.”

But in fact, working on the Obama campaign may have moved Mr. Hughes closer to the center of the social networking phenomenon, not farther away.

The campaign’s new-media strategy, inspired by popular social networks like MySpace and Facebook, has revolutionized the use of the Web as a political tool, helping the candidate raise more than two million donations of less than $200 each and swiftly mobilize hundreds of thousands of supporters before various primaries.

The centerpiece of it all is My.BarackObama.com, where supporters can join local groups, create events, sign up for updates and set up personal fund-raising pages. “If we did not have online organizing tools, it would be much harder to be where we are now,” Mr. Hughes said.

Credit to networking tools
Mr. Obama, now the presumptive Democratic nominee, credits the Internet’s social networking tools with a “big part” of his primary season success.

“One of my fundamental beliefs from my days as a community organizer is that real change comes from the bottom up,” Mr. Obama said in a statement. “And there’s no more powerful tool for grass-roots organizing than the Internet.”

Now Mr. Hughes and other campaign aides are applying the same social networking tools to try to win the general election. This time, however, they must reach beyond their base of young, Internet-savvy supporters.

By early April, Mr. Obama’s new-media team was already planning for the election by expanding its online phone-calling technology. In mid-May, to keep volunteers busy as the primaries played out, the campaign started a nationwide voter registration drive. And in late June, after Senator Clinton bowed out of the race, the millions of people on the Obama campaign’s e-mail lists were asked to rally her supporters as well as undecided voters by hosting “Unite for Change” house parties across the country. Nearly 4,000 parties were held.

The campaign’s successful new-media strategy is already being studied as a playbook for other candidates, including the presumptive Republican nominee, Senator John McCain.

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“Their use of social networks will guide the way for future campaigns,” Peter Daou, Mrs. Clinton’s Internet director, said at a recent political technology conference. Mr. Daou called Mr. Obama’s online outreach “amazing.”

The heart of the campaign’s online strategy is a teeming corner of Mr. Obama’s headquarters two blocks from the Chicago River, a crowded space that looks more like an Internet start-up company than a campaign war room. During a visit in late May, a bottle of whiskey sat, almost empty, atop a refrigerator (there had been plenty of victories to celebrate lately, a staff member explained).

Sitting amid a cluster of cubicles, Mr. Hughes, whose title is “online organizing guru,” handles the My.BarackObama.com site, which is known within the campaign as MyBo. Other staff members maintain Mr. Obama’s presence on Facebook (where he has one million supporters), purchase online advertising, respond to text messages from curious voters, produce videos and e-mail millions of supporters.

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