How Obama tapped into social networks’ power

Like a lot of Web innovators, the Obama campaign did not invent
anything completely new. Instead, by bolting together social networking
applications under the banner of a movement, they created an unforeseen
force to raise money, organize locally, fight smear campaigns and get
out the vote that helped them topple the Clinton machine and then John McCain and the Republicans.

As
a result, when he arrives at 1600 Pennsylvania, Mr. Obama will have not
just a political base, but a database, millions of names of supporters
who can be engaged almost instantly. And there’s every reason to
believe that he will use the network not just to campaign, but to
govern. ...