Goldstein shares social online media spin with conference delegates

Scott Goldstein who successfully orchestrated United States President Barack Obama’s online marketing campaign gave an insight behind-the-scenes of using social and new media as an alternative broadcast mechanism to engage the American public.

The external media director for President Barack Obama’s presidential campaign shared how the team's use of social networking sites such as Facebook, Twitter, MySpace and multimedia presentations through YouTube resonated with the media savvy American voting population.

Goldstein’s special keynote presentation spouted anecdotal lessons such as: “Don’t be afraid to experiment; Use deadlines to test and move ideas; Allow consumers to engage and validate; and; Move with the marketplace.”

“My grandparent’s generation used to spend two to three hours nightly in front of the television. My parents are busy and they spend the commercial breaks making dinner. My generation thrives on DVD-R, and online media. While the number of TV viewers are still large, it has decreased with time,” said Goldstein.

He added: “The challenge is how to use alternative media formats to reach and engage with audiences, and we experimented with social media for the Obama campaign. There wasn’t one specific tool that worked on its own, I must emphasize it was a combination of the various social media coupled with Obama and his strong campaign message that brought success.”

Goodstein also spoke on how he effectively used interactive digital media such as mobile broadcasting and social networking communities to engage Obama’s voters. He demonstrated how industry players can bank on new media applications and create add-on opportunities to generate additional revenue streams for their broadcasting businesses. With social networking sites like Facebook and Twitter boasting millions of members, new media is changing the way the world communicates.