Microsite.com

Not that we needed any further proof that traditional media is being turned upside down, but here it is: When Senator Barack Obama announced his decision to run for president on January 16, he made the announcement in a video posted on his Microsite — www.barackobama.com. (It is a Microsite, and not a typical website, but I’ll get to that later.)

Actually, he did it two ways. He posted the video on his Microsite and on YouTube. Smart.

Then a few days later, on January 22, Hillary (her Microsite really focuses on her first name, not Senator nor Hillary Clinton, so I will too) did the same thing. Hillary apparently knows a good trend when she sees one. In the video, Hillary even invited Americans to join her in a three-night series of live video web chats beginning Monday, “So let’s talk. Let’s chat, let’s start a dialogue about your ideas and mine, because the conversation in Washington has been just a little one-sided lately, don’t you think?” (Seriously, Hillary said that.)

On Sunday, New Mexico Gov. Bill Richardson, announced his candidacy the same way (www.americaforrichardson.org) – but I think without the web chats.

All I can say is Yes! They get it. They all get it. Or at least the people running their campaigns do. Which is fine with me. They all understand it’s a new world in so many ways. Old, traditional, and failing ideas are out.

You didn’t see any typical press conferences launching campaigns. Sure, they all fled to the morning programming and Sunday talk shows to chat it up, but after they made their announcements online. And that’s important.

There’s a new way to market companies, products, services, people – which is what this site is all about – and it’s not about traditional media first, then using this thing called the Internet.

Now, it’s starts with the Internet. Specifically, a Microsite to serve as the hub or destination of a campaign. Great content is put on the Microsite to attract visitors who, if they like what they see, hear, read, or do, pass it along to friends in their social networks.

Now, why do I call it a Microsite, and not a typical website? Because campaign sites are exclusively marketing tools. There’s no investor-relations, HR or legal folks mucking it up with their own agendas. The Microsites are focused only on selling their candidates. Delivering great (in their eyes) content. Building relationships. Encouraging word-of-mouth. All the stuff that good Microsites do.

Yes! In with the new; out with the old.

For the record, former vice presidential nominee John Edwards made his announcement on December 28, 2006, on NBC’s “Today Show.” I bet he’s toast by New Hampshire.