While President Barack Obama was busy delivering his inaugural address from the steps of the Capitol on Monday afternoon, the White House's new media team spent its time live-tweeting some of the best lines from Obama's speech.
All told, the White House sent dozens of tweets. Staff also included several visual elements clearly intended to be easily sharable on social media.
It's not an entirely new phenomenon: Obama's campaign staff often live-tweeted the president's campaign speeches, rallies and other events.
Along with providing video live streams of presidential events (the inauguration included), the White House's live-tweeting is an example of the government's use of social media to bypass the filters of traditional media.
Check out Mashable's Storify of the White House's inauguration live-tweeting. Do you think it was smart for the White House to live tweet the address? Share in the comments.
[View the story "White House Live Tweets Obama's Inauguration" on Storify]