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The new media group (online communications, Web-page development and maintenance, texting) in most campaigns reports to the communications department, and its department head is not considered an equal of other senior staff. But I saw how important the burgeoning online world was to our overall success; new media would touch just about every aspect of our campaign. So I had that department report directly to me. To find us new talent we enlisted one of Barack's law school classmates, Julius Genachowski, who was steeped in the technology world. He identified our director of new media, Joe Rospars, a veteran of Howard Dean's revolutionary new media effort in 2004. Joe seemed to relish the challenge of marrying digital technology and strategy with a strong grassroots campaign.

Fascinating insight into the restructuring of online organizing teams, and why it's so important to treat your supporters like members of a movement.

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