An exclusive look at how the First Lady mastered social media.
For decades, social initiatives have been a mainstay of the First Lady’s office: for Lady Bird Johnson, it was the environment; for former librarian Laura Bush, literacy. Over the last seven years, Mrs. Obama has focused on four major initiatives: Reach Higher, for teens pursuing higher learning; Let’s Move!, to fight childhood obesity; Let Girls Learn, for educating women and girls around the world; and Joining Forces, for aiding veterans and their families.
A Harvard grad who previously worked for the State Department under Hillary Clinton, Adler is poised and professional, always ready to expand on Mrs. Obama’s points. That quickly becomes a theme as I talk with the staff: the First Lady sets the goals and has the natural charisma to connect to her audience, but it’s the team that does the hard work of developing strategy, coming up with ideas, and vetting some out-there pitches.
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