Social Media and the Payroll Tax War

An earlier post described how that the Obama White House aggressively used social media to win the conflict with House Republicans over the payroll tax cut. At Politico, Mike Allen offers more detail:

PFEIFFER’S WORKSHOP – HOW THE WHITE HOUSE POUNDED ITS MESSAGE:“--Monday: WH Communications Director Dan Pfeiffer did an hour of satellite TV time into the following markets: Palm Beach, Indianapolis, Milwaukee, Portland and Seattle. … The regional communications team did a press call with their top regional reporters with Josh Earnest and Brian Deese … Administration Officials were on national and regional TV and radio throughout the day … Administration Officials held a call with Hispanic media … Administration Officials were on African American and Hispanic radio and TV …
“--Tuesday: Office of Digital Strategy launched What 40 Dollars Means to You, an online effort to get the American people to lend their voice to this debate. We launched #40dollars on twitter, the webpage www.whitehouse.gov/40dollars and sent an email from David Plouffe to the White House list … Deese and Earnest convened a conference call with regional political reporters. … Administration Officials were on national and regional TV and radio [and] African American and Hispanic radio and TV …
“--Wednesday: The White House featured responses that we received from Americans who’ve written to the White House to say what $40 means for them. These responses will be featured on whitehouse.gov, White House Twitter and Facebook accounts … [Council of Economic Advisers] Chair Alan Krueger delivered a speech on the economy and economic certainty in Charlotte, NC, in which he made … economic case for the payroll tax cut. … Senior Advisor Valerie Jarrett, [Labor] Secretary [Hilda] Solis and [Domestic Policy Council] Director Melody Barnes participated in interviews on African American radio to amplify our payroll tax cut message. Senior Admin officials also did Hispanic media outlets including radio … Barnes hosted a roundtable with African American reporters. … Gene Sperling and Secretary Solis hosted a conference call on the importance of extending UI benefits for regional and specialty outlets … The President tweeted on [@WhiteHouse] Twitter feed … Deese convened a conference call with Americans who Tweeted on #40dollars … Administration Officials were on national and regional TV and radio [and] African American and Hispanic radio and TV …
“Thursday: The President delivered a statement payroll tax cut … joined on-stage and in the audience by people who [would] be impacted by the tax increase … The White House released a map on WhiteHouse.gov … with over 10,000 points throughout the U.S. of citizens responding to the question: ‘What does $40 dollars mean to you?’ … Administration Officials were on national and regional TV and radio [and ]African American and Hispanic radio and TV.”