TO: High-Level Business Executives
FROM: The Executive Whisper
On January 19, Scott Brown, an obscure state senator from Massachusetts, pulled off a stunning upset by beating the heavily favored state attorney general Martha Coakley for the U.S. Senate seat formerly held by Edward M. Kennedy.
Many political pundits credit the social media efforts and technological know-how of the Brown campaign for overcoming huge disadvantages in fundraising, familiarity, and party ID to win. In just one day, late in the race, the campaign was able to raise $1.3 million by publicizing a fundraising blitz using its established social media platforms.
So what was the secret of his success?
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