Where is Hillary Clinton going wrong in her campaign for US President? One reason that's been cited by some commentators – the ones who don't work for Fox News and can get past the fact that she's Bill's wife and in fact a serious politician in her own right! - is that her campaign has seemed old-fashioned. She's used the Hallmark channel whereas as Obama is down with the kids on MTV, that sort of thing.

This rather overlooks the fact that she announced her candidacy via a webcast to start with, but certainly
Obama has tapped into the internet and the Web 2.0 worlds more successfully. He's even got an “Answer Center” a database of questions and answers on the candidate’s web site that is powered by RightNow Technologies’ CRM.

Since going live in April last year, 1.3 million people have accessed the Answer Center or Online Invitation option on the Obama web site. There's a self-learning knowledge base that uses artificial intelligence technology to learn how users and contact centre staff search for information and automatically applies that insight to make it easier for them to find what they're looking for. The most popular questions incidentally range from how much does it cost to have Obama speak at my event? (Answer: nothing) to what church does Obama attend? ( To which the answer apparently is Trinity United Church of Christ in Chicago - so now you know! Thanks, RightNow!).

Given Obama's mantra – and possibly his only clearly articulated policy to date – is 'change' (oooh, controversial!) , it's perhaps fitting that he's tapping in the software as a service (SaaS) revolution. Perhaps Hillary's still an on premise kind of person? I'll stop this now, shall I?