There’s a really interesting article in the New York Times on how Obama tapped the power of social networks to fuel his run for the presidency. Here’s the nut graph:
Like a lot of Web innovators, the Obama campaign did not invent anything completely new. Instead, by bolting together social networking applications under the banner of a movement, they created an unforeseen force to raise money, organize locally, fight smear campaigns and get out the vote that helped them topple the Clinton machine and then John McCain and the Republicans.
Obama’s use of Facebook, Twitter, Meetup and other tools is well-known. By successfully using these tools, he’s created an online mass movement and a personal brand. The challenge he faces now is to implement his ideas across a federal government frequently mired in outdated policies and procedures. While both the McCain and Obama campaigns used every online tool available to them, the federal government is filled with restrictions on Web 2.0 technology, due to privacy regulations, Congressional intervention and IT security concerns. For example:
1. Cookies. The use of persistent cookies on federal web sites is strictly limited by an eight-year old policy developed by the Office of Management and Budget. Young Obama supporters may not remember the Cookie Controversy of the millenial era. The policy lists a number of conditions which must be met before cookies can be used, including obtaining the permission of the agency head. Due to the controversy over cookies, and the strict regulations regarding their use, cookies are very rarely used by government sites.
Why do cookies matter? You need cookies to accurately measure usage of your site with tools such as Google Analytics. Cookies are also used for personalization. Here’s a good explanation:
A “cookie” is a tiny text file that we store on your computer to customize your experience and support some necessary functions. We also use cookies to better understand how our visitors use our site. Our cookies contain no Personal Information and are neither shared nor revealed to other sites. We do not look for or at other sites’ cookies on your computer.
This nice explanation on why cookies are used comes from… the Barack Obama web site and their privacy policy.
2. Arbitrary Bans on Operating Systems. The trend in many workplaces is to let the employees have the tools they need to do their jobs. This is not always the case in government. Some IT shops in government think Macs aren’t secure. Some don’t like Vista. Nearly all IT departments want to implement a common system configuration. Everyone gets the same machine with the same software, no matter if you’re a writer or a web developer. To be fair, this is true in most large organizations. IT departments want to make their jobs easier by standardizing on the same equipment. Yet, the rest of the world is moving toward an ecosystem of operating systems rather than one to rule them all.
In contrast, the Obama campaign was described as being “open-source.” They used the tools they needed to get things done, whatever they were. Case in point – this photo of Joe Biden with a MacBook Air, captured on election night, a picture which I bet is hanging in the cube of many a beleaguered Mac fan in government.
3. Bans on PHP. PHP is essential to Web 2.0. Without PHP, you cannot use WordPress, the best blogging tool out there. Yet, PHP, is banned in some (but not all) government agencies due to security concerns. This concerns are not without merit, for government sites and the Obama and McCain sites were subject to cyberattacks originating out of China.
However, I want to say “yes we can” to making WordPress secure for government. After all, http://www.barackobama.com/index.php obviously uses PHP.
4. Firewalls. In this day and age, the concept of firewalls limiting what employees can see on the Internet seems outdated and silly, like attempts to ban books. Yet, firewalls prevent many federal employees from using Web 2.0 tools to communicate with the public. For example, the Departments of Interior, Energy, Homeland Security, and Veterans Affairs all block access to YouTube, MySpace and other tools. So, if I’m an evil-doer, I can organize my group on MySpace and no one from Homeland Security will know?
Often, these firewalls prevent officially-sponsored government Web 2.0 efforts. For example, an agency may have an island in Second Life, designed to educate the public. Yet, a demonstration of the features of the island requires a visit to a coffee shop with wifi, a free and open place outside the agency firewall.
This is just a fraction of the internal barriers within government that have blocked many Web 2.0 efforts. Despite this, government is filled with committed folks trying to get things done, despite the hindrances.
What will happen when Obama campaign staffers move into political positions within the federal government? They will have come from an open, risk-taking environment free of the types of restrictions listed above. As political appointees, they will want to put Obama’s stamp on government and change agency priorities and objectives.
What’s coming is a generational and technological clash, as members of the Obama online movement collide with government managers bound by rules and regulations. The best result of this conflict would be that outdated restrictions are thrown out and that government would fully adopt the principles of Web 2.0. Millions of supporters used online tools to participate in the Obama campaign. They will expect to use these same tools to be part of an Obama administration.
Note: this article was republished with permission on epolitics.com.
I couldn’t agree with you more! The Obama campaign has used social networking tools very well and managed to break many records for fund raising and outreach by politicians. It should be obvious to all the organizations that block social networking tools that there’s a huge benefit to NOT blocking them.
Yes, there will be people that abuse their use. Someone will obviously spend all day playing WordChallenge on Facebook or fighting Zombies and Pirates. But organizations have so many free tools at their disposal to monitor network traffic and the personnel that are accessing those sites. So, when there’s a flag raised or when there’s suspicion that someone is abusing their privelages then they can be dealt with individually. Blocking the entire organization makes no sense.
I agree that as soon as the Obama administration comes into office it’s going to put in it’s people throughout the various Depts and agencies. As soon as they realize they can’t get to basic sites like YouTube, Facebook, Scribd, etc they’re going raise a hailstorm and things will change…and probably very quickly.
Thanks for the comment! I hope you’re right and that things change quickly. The slow pace of change within government I found to be frustrating. I think the Obama people will come in and think all the restrictions in place are really silly.
Hey, Joe. Great summary! I was just thinking it neatly wrapped up the major obstacles and then I realized who the author was. Just goes to show – no one looks at banners. 🙂
Excellent post Joe!
Ironically enough I just had to cancel a virtual world presentation tomorrow for the Department of Commerce due to IT banning technology they do not understand. Surprisingly, it is difficult to explain to management why they need web 2.0 when we are not allowed to even demonstrate it. 😉
Hopefully the new administration will do a better job balancing the needs of security with being able to advantage of cutting edge technology. I sincerely hope government does a better job of interfacing with its constituents before it looses its relevancy.
Eric
This is a global problem with government organisations. If the Obama administration can effect change, the world will be watching and hopefully catching up.
Great post, Joe. You provide a great description of carrying over the social media from the Obama campaign into the White House. I shared your analysis on a recent blog post.
Look forward to reading more from you.
Outstanding article.
“making WordPress secure for government”
I work, teach, train, and evangelize Enterprise 2.0 for the US Intelligence Community. Our darling media applications is called “Intellipedia” but we also use WordPress for blogging on all three networks of classification–Top secret, secret, and sensitive but unclassified.
The secret networks are air-gapped from the public internet, but through a SSL connection you can blog remotely into the unclassified space.
I understand that https and VPNs may be too much for public internet interaction, but I just wanted to let you know that there is some form of “secure” WordPress out there.
Technology is in his transition and will be in his governance.
The members of the 15-person Obama transition board are listed on the Obama website change.gov, and include two other representatives of the technology sector: Julius Genachowski, former InterActiveCorp executive and co-founder of the start-up incubator LaunchBox Digital, and Donald Gips, group vice president of Level 3 Communications.
In addition he named Sonal Shah who will take a leave of absence from Google.org, where she helps to define Google’s global development strategy and promote its philanthropy work, at least till Obama is sworn in on January 20 as the 44th U.S. president. She will help usher in new U.S. government technology leadership and policies, focusing on preparing new U.S. technology policies and helping to ensure a smooth transition to power for Obama.
Lots of great information and inspiration both of which we all need.
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