Obama Champions the New PR

David Carr has a great story in the NY times today (Obama’s Personal Linked In) about how the Obama campaign’s use of social networking technology helped him efficiently and cost effectively rally his supporters and raise money.   According to the article:

Like a lot of Web innovators, the Obama campaign did not invent anything completely new.  Instead, by bolting together social networking applications under the banner of a movement, they created an unforeseen force to raise money, organize locally, fight smear campaigns and get out the vote that helped them topple the Clinton machine, and then McCain and the Republicans

I have talked about social networking as the new contact management for PR.   Clearly, the Obama campaign was in agreement with this idea.   Now he has a database of millions of supporters who have opted in to receive communications from him.

As a result, when he arrives at 1600 Pennsylvania, Mr. Obama will have
not just a political base, but a database, millions of names of
supporters who can be engaged almost instantly. And there’s every
reason to believe that he will use the network not just to campaign,
but to govern…

The news media will now contend with an administration that can take
its case directly to its base without even booking time on the networks…

The article likens Obama to an upstart business beating the 800 lb. gorillas at their own gain:

“When you think about it, a campaign is a start-up business…  it was
like he was going up against Google and Yahoo. And he won.” 

But isn’t the converse also true?  Can’t brands create movements and rally  enthusiasts, early adopters and forge a direct dialog with customers and prospective customers via social networking technology?