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This presentation offers some interesting insights into the inner-workings of Social Networking from the perspective of the Obama campaign. It demonstrates how, when utilized correctly, it can be an indispensable tool for not only connecting people online, but moving that action into the real world as well.

One interesting takeaway is the way these communities naturally emerge with their own set of rules and collective ownership as opposed to manufactured sites where the goal is to create the effect of a simulated togetherness. Essentially, the same way that many of the most effective movements have been started and sustained – grown from the base, not instituted from above. This points to a real need for authenticity in these spaces and the ability of participants to sense the legitimacy in these experiences.

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