I'm particularly fascinated by Plouffe's assertion that the White House does messaging, not organizing. I think that's true in the case of the Obama White House. I don't, however, thinks it's inherently true of every inhabitant of past White Houses. And I suspect this is a part or the problem the White House is having on a variety of issues - they see themselves as spokesmen, not strategists; they are there to talk about what they want (sometimes), not actually organize to win. And they mostly see the online world as a place to push a message, not a constituency, and not a tool. From Micah Sifry at TechPresident:
In The Audacity to Win, Plouffe writes often of an "enthusiasm gap" that he saw between Obama's supporters and the other Democratic candidates, notably Clinton. Back then, there was plenty of evidence to support Plouffe's claim: Obama was surging on all the online social networks, his videos were being shared and viewed in huge numbers, and the buzz was everywhere. We certainly wrote about it often here on techPresident. Now, there is a new enthusiasm gap, but it's no longer in Obama's favor. That's because you can't order volunteers to do anything--you have to motivate them, and Obama's compromises to almost every powers-that-be are tremendously demotivating. The returns OFA is getting on email blasts appear to be dropping significantly, for example. "“People are frustrated because we have done our part,” one frustrated Florida Obama activist told the Politico. “We put these people in the position to make change and they’re not doing it.” (See also this petition from 400 former Obama staffers.) DC insiders may blame the fickle media, or the ugliness of the cable/blog chatter, or the singleminded Republican opposition, for the new enthusiasm gap. These are all certainly factors. But I suspect that when the full history of Obama's presidency is written, scholars may decide that his team's failure to devote more attention to reinventing the bully pulpit in the digital age, and to carrying over more of the campaign's grassroots energy, may turn out to be pivotal to evaluations of Obama's success, or failure, as president....
Now that Obama is President, Plouffe--a well-paid adviser to the DNC and OFA-- apparently doesn't see the same need as he did during the campaign for muscular local organization, even of the top-down kind. In his 40-minute interview with Ari Melber of The Nation (and regular techPresident contributor) a few weeks ago, he explains that the White House doesn't need to be putting its new media operation on the same high level that the campaign did. "In the White House, obviously you're not really raising money and you're not really doing organizing," he says to Melber. (Really?) "The main focus is to help deliver message." Hence the new media team belongs as a subset of White House communications, as opposed to "digital strategy." The dusty old playbook at work....
In the face of strong questioning from Melber about signs of declining support for Obama among young voters, and in the vastly lower counts he is getting on his Youtube video, Plouffe refuses to give out hard, checkable metrics on the health of the Obama base. Hearing Melber describe the disgusted reaction of uber-blogger Markos Moulitsas to a recent OFA fundraising email, Plouffe somewhat hotly replies, "It's easy to take potshots, but I'm very closely in contact with the people who make up the heartbeat of the ground level of Obama for America, who are still out there." (Telling that he says "Obama for America," not "Organizing for America.") He asserts:"We've had a couple million people out there volunteering for health care, quietly in communities, helping maintain support. It's different from a campaign; you're not out there saying, 'Register eight voters today.'.... I quite frankly am thrilled that over two million people, which is a lot, have done something on health care, meaning: they've gone out and knocked on doors; they visited a congressional office; they helped organize a press conference. It's happened in all 50 states, and we think it's a small part of why health care will get done."I'm sorry, but when two million people are in motion in favor of something, because they put themselves in motion, we know what that feels like. It's called a movement. It started to happen in 2007-08, and it hasn't happened since.
