Obama White House to Marshal Online Army

Obama Ads Could Appear With Stories About President

"It's incredibly important that they take what they built forward," MoveOn.org executive director Eli Pariser said. "Part of the reality of coming to Washington with a movement is that a President Obama has to be accountable to that movement in some way. His supporters will help make sure that he's delivering on what he does."

Online organizers said Obama must do more than simply disseminate information to his supporters, or ask them to contact members of Congress on his behalf. The key for his efforts will be to keep the lines of communication open, to adapt to the latest organizing tools and to make sure the administration doesn't get too far out in front of the supporters who got them there, Daou said.

"If you don't have that online engagement, providing the tools doesn't necessarily mean people are going to use them," Daou said.

Peter Greenberger, who manages political advertising for Google in Washington, said Obama could take a page from British Prime Minister Gordon Brown, who solicits questions from constituents via YouTube.

A political operation set up to support Obama could also target its advertising so it appears alongside news stories describing President Obama's proposals, Greenberger said.

"People are used to more of a two-way communication now," he said.

Sifry said that if Obama uses the tools right, he could change the nature of the presidency.

"With the bully pulpit, the president has always been able to go above lawmakers' heads," he said. "Now he can go between their legs."

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