That’s unlikely with the in-house social media task force Mrs. And she also has such a great sense of humor."īut social media is a double-edged sword: one tone-deaf tweet, poorly-timed Vine, or thoughtless Facebook post can spell embarrassment. "She’s really mastered the medium," says Michelle Barna-Stern, VP of social marketing at digital ad firm 360i. Outside experts speak highly of the First Lady’s efforts. "Increasingly, there’s no real way to connect directly with audiences except digitally." "We knew long ago any time we’re doing any sort of communications for the First Lady there needs to be a digital component," says Caroline Adler, the First Lady’s communications director. And young people in particular like that." They can feel the passion, they don’t have to have it filtered through another source. They can see that I’m kind of silly sometimes, that I care.
They can see that I’m kind of silly sometimes, that I care." Obama’s tenure also coincided with the rise of social media: during the Obama presidency, Twitter went from upstart to global newswire Facebook now counts over 1.5 billion users and Instagram and Snapchat - platforms that didn’t exist a decade ago - dominate pop culture. Obama has focused on four major initiatives: Reach Higher, for teens pursuing higher learning Let’s Move!, to fight childhood obesity Let Girls Learn, for educating women and girls around the world and Joining Forces, for aiding veterans and their families.īut Mrs. "Best Vine Ever" cried Us Weekly.įor decades, social initiatives have been a mainstay of the First Lady’s office: for Lady Bird Johnson, it was the environment for former librarian Laura Bush, literacy.
The headlines were effusive: "Michelle Obama Makes Best Vine Ever for ‘Turnip For What’" wrote Jezebel.
Simple and self-consciously silly, the Vine racked up more than six million views in a single day. Obama closed her eyes, bouncing to the beat. "Turnip - for what," she deadpanned into the camera, a glorious purple and white root vegetable in hand. Within minutes of seeing Crosson’s vine, the First Lady was in FDR’s Map Room, filming her response. I got it immediately, and I was like, ‘Okay, that could be cute.’"
"I know who Lil Jon is," she tells The Verge. The next day, members of the White House’s Office of Digital Strategy and Joanna Rosholm, the First Lady’s press secretary, suggested a riff on "Turn Down for What." Rosholm called down to the kitchen: was there a turnip in the White House? Mrs. "On average," he asked the First Lady in his best Obama baritone, "how many calories do you burn every time you turn up?" Then, YouTube star and President Obama impersonator Iman "Alphacat" Crosson chimed in. It was cute, but not especially memorable.
OBAMA CHAOS CONTROL TUMBLR SERIES
Over the course of five days, she answered a series of family-friendly queries ranging from "What’s your favorite fall vegetable?" (sweet potato) to "What’s your favorite food memory?" (getting pizza as a reward for good grades). Obama held a Vine Q&A for her Let’s Move! initiative, calling on kids and their families to send in video questions about healthy eating, cooking, and gardening. And then Michelle Obama joined the party.
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