This is a really interesting video that has a look at how political campaigns are a lot like selling a product.  The commentator discusses how the American presidential candidates used social media during their campaigns.

According to  social media analyst Charlene Li, the best approach is tap into your core group of supporters, empower them to evangelize on your behalf and then let go! Li says that the rise of social networks has impacted the way politicians communicate with their base and that businesses can learn to have a conversation, rather than “message” their audience. Another tip — businesses should develop a thicker skin when it comes to negative feedback and respond to criticism in real-time, like politicians are doing via the internet.