Barack Obama har med sin brug af sociale medier skabt en selv-organisering, som på kort tid overgår den traditionelle partiorganisation - og Clintons kampagne-strategier, som er blevet kopieret succesfuldt af Blair, Fogh (og Lykketoft). Spørgsmålet er, hvornår Obamas web 2.0 strategier vil have samme effekt herhjemme.

Her er resultaterne:

• Største database over partistøtter (CRM)
• Bedste aktivering af støtter
• Største donationer
• Bedste kampagne-organisering

Resultaterne taler sit tydelige sprog - web 2.0 vil forandre partiorganisationer, eller rettere partier og deres støtter vil blive organiseret på nye måder med sociale medier.

Resultaterne er opnået på rekord tid - Obama havde ingen nævneværdig organisation i ryggen, da han annoncerede sit kandidatur - men han satsede på web 2.0:

Obama's success stems from a decision early in his campaign to embrace the concept of social networking, allowing him to leap ahead of his Democratic rival, Senator Hillary Clinton of New York, or the presumptive Republican nominee, Senator John McCain of Arizona.

Her er resultaterne

Aktivering af støtter (Democratic turnout in Indiana):

Over 1.25 million Indianans voted yesterday for Hillary Clinton or Barack Obama in the Democratic presidential primary.

In 2004, Democratic presidential candidate John Kerry received 969,000 votes in the state of Indiana...in the general election.

Bedste kampagne organisering (What is Obama's Movement?):

My sources inside the Obama campaign say they currently have more than 800,000 registered users on my.barackobama.com, the campaign's custom-built social network platform, which has helped spawn the planning of more than 50,000 offline events and the creation of more than 10,000 local or themed groups in support of the campaign. They also claim more than 1.5 million individual donors

Største donationer (Obama's `Gigantic' Database May Make Him Party's Power Broker):

Even as Obama’s interactive databases prove to be efficient ways to energize volunteers, their ability to raise large amounts of money may outlast the current campaign, said Tad Devine, an independent media consultant.

“That’s really what we are talking about here,” said Devine, a former strategist for Democrat John Kerry’s 2004 presidential bid. “We are talking about a fundraising network that will far surpass the dominance that the Republicans held in the ‘80s and even in to the ‘90s.”

Bedste database over støtter (CRM) (Obama's `Gigantic' Database May Make Him Party's Power Broker):

Almost 2 million people have entered personal information on Obama pages on social-networking Web sites such as Facebook, MySpace and his campaign's mybarackobama.com, offering home addresses, phone numbers, their views on specific issues and the names of friends. The data have allowed Obama, 46, to raise more than $200 million, fill sports arenas with supporters across the nation and motivate millions more with custom-tailored messages.
[...]
While in the past, campaigns have cross-referenced lists of registered voters against other records such as credit-card purchases or magazine subscriptions to find potential supporters, Obama's information is more accurate and precise because it relies on data that donors provide themselves.

Det væsentligste må dog være, at Clinton-modellen for kampagner (Blair, Fogh og Lykketoft) med fokusering på spin og vælgere-som-passive-forbrugere er overgået og trængt i defensiven af Obamas brug af sociale medier.

De aktive vælgere er vendt tilbage til deres aktive rolle, som fundamentet for kampagner gennem selv-organisering.