Adam Conner pointed this out earlier, but the Obama facebook craze is really interesting. Nine days ago, a guy named Farouk Olu Aregbe started a facebook group called one million strong for Barack. A graduate of Missouri Western State University, Aregbe was the student body President for two terms and the President of the black student association, and he's now pursuing an MBA. The facebook group he startedhas broken the 100,000 member barrier. The target is 1,000,000 members by February 5. Every campaign thinks that they are going to be awesome online, that they will hire the best strategists and focus on what the internet can do for them. But here we have a facebook group that might sign up one million young people in three weeks.
The group had a celebratory conference call just now after they got their 100,000th sign-up, and I was on the call briefly. It was kind of silly, with college guys chit-chatting about the different candidates. There wasn't a hugely passionate embrace of Obama and the discussion centered around ideas and information that aren't on CNN and Fox News. These kids are talking to each other, swapping information easily and quickly. They also don't really remember the bitterness of the Clinton impeachment, and they are not scarred by the politics and fear-mongering prior to the Iraq war that touches each of us, or the incompetence of the Kerry campaign angered all of us who tried to volunteer but were treated as an ATM. Politics for them can be hopeful and fun, as light as another Facebook group.
But will these kids vote? Organize? Is this phenomenon real? Of course it's real. It's also very social. People want to be members of the largest Facebook group there is, and they want to get to one thousand, one hundred thousand, one million. It's not though as 'heavy' as an email list. I doubt you could raise a lot of money off of this group, or turn lots of people out to organize at this point. These young people have taken the first step towards being political actors, and they want to do more, but I didn't get the sense of intense commitment yet.
And that makes sense. Activism is a staging process. First you read something, then you read something else, then you vote, then you go to a meeting, persuade your friends, make new friends, and eventually you are giving money, volunteering for a campaign, and maybe running for office. And sure enough, the Facebook group is peppered with places to argue, videos to watch, posts to read, and things to do. It's up to Barack Obama and the Democratic Party to become service bureaus to this army, to create action items that are fun and portable around the web, but also focused to build political power. Molding the path to turn this army into a group of loyal activists, while also listening intently and ensuring that you are promoting and retaining the leaders, is key.
I don't know if the Obama Facebook group is a movement so much as it is a statement of hunger for leadership. It's quite a sight to behold, but what's also clear is that it's not that hard to build. The right message can just create a lightning bolt and a self-organizing group of hundreds of thousands or millions of people. Look for these organic groups to grow and atrophy, as the notion of membership becomes even weaker and more diffuse.
Also, if they haven't already, the Obama campaign should hire that Aregbe guy.
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