It will be the first lady’s first time acting as an editor of a media outlet, but marks another instance of Obama’s outreach to women online. She also penned blog posts for the women's media site BlogHer, an iVillage community affiliate, and filmed a video chat with Hispanic moms representing the forum Mamiverse.com.
Obama has become an important surrogate for her husband’s campaign in her appeal to the key female voting bloc, and her interaction with niche but highly participatory Web audiences is a strategic move.
During the week, Obama will also urge users to sign up for a six-week “Get Moving Now” challenge to achieve the Presidential Active Lifestyle Award. The challenge is supported by the first lady’s anti-childhood obesity initiative “Let’s Move!” The site will also promote the Twitter hashtag #swaponething, “where users share their tips about a healthy choice they make in lieu of a less desirable one.”
Obama will participate in what NBC is billing as a “chat” with iVillage Chief Correspondent Kelly Wallace on Aug. 20 at the White House. The website and the official iVillage Facebook and Twitter accounts are currently taking questions for Obama.