[cnn-photo-caption image= http://i2.cdn.turner.com/cnn/2009/images/09/14/art.youlie.gi.jpg caption="Joe Wilson and his online team turned what could have been a PR disaster, in to an online success story."]WASHINGTON (CNN) - When Rep. Joe Wilson yelled "You lie!" at President Obama, the South Carolina Republican's political team quickly launched an online strategy to capitalize on the incident.
Wilson's heated outburst came on the House floor as Obama addressed a joint session of Congress about health care.
Within 12 hours, Wilson media consultant Brian Donahue had sketched out a plan that included buying ads on Google, cutting videos on YouTube and using Twitter and Facebook to raise money and counter the congressman's critics.
"We knew that influencers and news outlets would want to find out more information about what happened and what Joe Wilson's response was, and they would be looking for this information online," Donahue told CNN. "The events were happening by the minute and by the hour. Online was where we needed to be to respond and provide new information from Congressman Wilson. Traditional print media couldn't keep up with the pace of this issue."
Follow Eric Kuhn on Twitter @KuhnCNN