Obama Social Media Team on Being the Voice of the President
Shortly after US President Barack Obama won a second term on Nov. 4, the Obama’s Twitter account tweeted “Four more years” accompanied with a photo of him hugging First Lady Michelle Obama.
The tweet was the account’s most re-tweeted, according to Twitter’s government and politics account @gov.
The same photo was posted on Obama’s other social media accounts — Facebook and Tumblr — where it was shared tens of thousands times by his fans.
As with most politicians social media account, the accounts aren’t handled by the politician himself. In fact, the iconic photo was chosen by 31-year-old social media strategist, Laura Olin.
Imagine a daunting task that Olin and her team has to endure everyday where “millions of people, and a ravenous press, await for your every grammatical error.”
Olin spoke to The Daily Beast and Tumblr’s Storyboard about being the online voice of the American president.
The following is an excerpt of the interview:
And how’d the “Four more years” photo come about?
We’d all been there since 4 a.m. or 6 a.m., we’re exhausted, I refused to believe that we were actually winning, but we started thinking, around 8:30 or 9:00, “What do we do next?”
One of my team members remembered an amazing photo of the president and first lady hugging at the president’s last campaign rally in Des Moines. It’s this really beautiful photo at night — the only thing was that Michelle was facing forward and the president was facing away from the camera, So my boss, Teddy Goff, made the very good point that we should see the president’s face.
I remembered that our campaign photographer had taken a series of really great hug photographs at another Iowa rally, in the summer, and I went to our photo editor and she was like “Yes!”
She found the photo, I wrote a couple captions, we went with “Four more years,” they called Iowa, I hit post, and then I closed my laptop and we jetted to the victory party. Actually, none of us looked at how the posts were doing until I opened my laptop the next morning.