Can They Win, One Tweet at a Time?

The article focuses on the job of David Plouffe as the head of media and communications for U.S. President Barack Obama as of May 2011. It compares the different approaches of Plouffe and his predecessor, David Axelrod towards their work. Plouffe talks about the different media dynamic presented by the networks during the 2008 U.S. presidential debate, compared to the emergence of Twitter in the current environment. Some of his contributions include the use of social media and seeking greater outreach to state and local media outlets.