How Barack Obama Used the Social Web

Here is the fascinating story of how Obama, who will be the first post-boomer President, used the "Long Tail" of the Web and social software like Facebook to help capture the election. His central task was to build an online community.
The concept of online community will likely be increasingly important in all libraries, including school libraries since it holds the promise of reaching the "long tail" of the student population that traditionally are light users of the library.
Currently there appears to be little consensus on how to build an online library user community, nor what software tools are appropriate.