Case | HBS Case Collection | April 2009 (Revised April 2013)

Barack Obama: Organizing for America 2.0

by Mikolaj Jan Piskorski, Laura Winig and Aaron Smith


Less than a week before Barack Obama was due to be sworn in as the 44th president of the United States, Obama for America (OFA), the president-elect's official campaign organization, announced the formation of a post-election organization, Organizing for America. The new organization would keep the campaign field team offices open after Obama took charge of the country for the express purpose of influencing supporters to back his administration's agenda. The case describes the activities of the Obama for America campaign and asks whether the new president should use social media tools to activate the grassroots, or whether he should abandon these unconventional tools in order not to upset politicians in Washington.

Keywords: Advertising Campaigns; Political Elections; Marketing Communications; Power and Influence; Social and Collaborative Networks; Internet;


Piskorski, Mikolaj Jan, Laura Winig, and Aaron Smith. "Barack Obama: Organizing for America 2.0." Harvard Business School Case 709-493, April 2009. (Revised April 2013.)