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In The Capital – The White House Introduces All-Hands-on-Deck Social Media Strategy for #SOTU



January 28, 2014

By Tess VandenDolder

The annual State of the Union address may be a constitutionally dictated requirement for the President, but in the 21st century, this otherwise staid speech has become a prime opportunity for the White House to become a trending topic. The Obama Administration has always been forward-thinking when it comes to using social media to get out their message – true to form, with the 2014 State of the Union set to air tomorrow night, they are doing much more than just relying on the television networks to get their point across.

Right now, it’s all hands on deck at 1600 Penn to make the #SOTU2014 a viral event.

President Lyndon B. Johnson was the first to make the State of the Union a prime-time television event in 1965. Now however, the White House is looking to gauge the success of the speech not just by television viewers but by social media buzz.

To start with, the White House has dedicated a multimedia page on its website to promote the lead-up to the SOTU as well give a preview of some of the messages President Obama will be honing in on during the address. In addition – it did for the 2013 speech – the White House will be streaming an “enhanced” video of the speech, which will include charts, graphs, and statistics illustrating the policies Obama will be discussing.


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