According to Businessweek, Messina quit his gig as the White House deputy chief of staff in January to become Obama’s 2012 campaign manager. He immediately met with executives at Apple, Google, Facebook, Microsoft, DreamWorks, and more to commence a forward thinking stand for office.
“I went around the country for literally a month of my life interviewing these companies and just talking about organizational growth, emerging technologies, marketing,” said Messina to Businessweek.
He further described two conversations that he had with Jobs while still acting as deputy chief. The Apple co-founder told Messina last year that mobile technology—coupled with social—had to be the primary focus in the re-election effort.
“Last time you were programming to only a couple of channels,” said Jobs, while referring to the Web and email. “This time, you have to program content to a much wider variety of channels—Facebook, Tumblr, Twitter, YouTube, Google—because people are segmented in a very different way than they were four years ago.”
“He knew exactly where everything was going,” Messina explained from Obama’s campaign headquarters in Chicago. “He explained viral content and how our stuff could break out, how it had to be interesting and clean.”
It is interesting that Jobs would give Messina advice on how to go social and viral, especially because Apple’s own fledging social network Ping is getting the axe in the company’s next software release.
