That’s partly because Tumblr is generally, in ways that other social media platforms aren’t always, lighthearted. It is generally, in ways that high-stakes political campaigns aren’t always, fun. On Tumblr, Olin and her team could post, on behalf of the president, things like this. And like this. And like this and this and this. They could joke and wink and otherwise Internet, in a context that both suited and rewarded the effort. In a campaign whose whole point was to convert voters from potential to actual, the Obama for America staff could tackle that stark task much more subtly than the blunt forces of political persuasion typically allow. They could build community — and the kind of group accountability that comes with it. An engaged voter is a likely voter.
Read more. [Image: White House Flickr]