When it comes to online marketing and fundraising Barack Obama learnt everything he knows from Howard Dean, the Democratic nominee in 2004, and his adviser Joe Trippi who documented the campaign in all its failed glory in the must-read book, ‘The Revolution Will Not Be Televised’. It’s a great title but turns out to be totally wrong. The Obama revolution is being televised on a scale that dwarfs all other campaigns. So how is it that the world’s first presidential candidate to really 'get online' is such a big fan of TV? The answer lies in the fact that Obama and his team learnt a lot about what works from the Dean campaign, but also a lot about what doesn’t. In short, Dean’s online campaign ‘Blog For America’ did a great job of bringing supporters together into a movement, but that movement wasn’t very successful as an advocacy vehicle. Obama has addressed that – and in some style. He has encouraged his online movement to become an incredibly powerful advocacy tool and get beyond existing believers, in three key ways. Firstly, he asks people to draw on the energy and inspiration of the massive Obama community by becoming involved and interpreting it for themselves. Secondly, he gives people the tools to direct their efforts to recruiting new volunteers, not just reinforcing one another’s view of the world. And finally, using the mind-boggling funds he has generated with these first two techniques he has ensured that the message comes blasting out of the community to the wider world - on TV. Thereby avoiding the echo-chamber effect experienced by Dean and many other communities. Obama's campaign illustrates a point I have been making of late. Frequently in my conversations about networked and social media there is a sense that people feel they have to make a choice. That they can either stick to traditional techniques or go all out and embrace the new world of community-building, blogs, networked or social media and other peer-to-peer techniques. My point is that the choice is not one or the other. The best thing to do is both. To take the best of the old and the best of the new and blend them together to create a superior modern approach. No one (in their right mind) believes that television is about to disappear, although it already looks very different from the past, and is losing its utter dominance of the media world. However, it still reaches the parts that other media cannot reach. It’s not just the world that Obama may change next Tuesday. He could be rewriting the marketing books along the way.