Online Communication & New Media for your Organization by Tracy Russo from Edwards for America
First laugh: "The Internet is not an ATM."
Tracy says that the work a web manager has to do to develop buy in internally is often equal to the work they do in their public facing efforts.
Q&A:
Q: What are the stats we can use to develop that buy in?
A: Demographics of the blogosphere: progressive bloggers are 46-54 years old, with a median income of $80k, college educated or better, in other words - voters.
Q: How do you reach out to bloggers? "I'm used to traditional press outreach."
A: Tracy gives some pretty standard advice here:
- Read blogs & know who writes about what
(side note: Bloggers don't open attachments from campaigns?)
- Always source your material, traceable. Bloggers can't afford Lexis/Nexis.
- "Don't tell me what to write." Make gentle suggestions about what they might be interested in.
- Be honest.
- Schwag, rewards, incentives?: be careful, bloggers don't want to come off as bought.
- give them things they can use: pictures, videos
- Think about the wide world of blogs. Send policy stories to policy blogs.
Now that I've gone to enough of these kinds of meetings, I can see that, even though the Web and e-politics are still new, a set of best standards and practices is clearly emerging.
Q: What's the cool new technology?
A: Text messaging, with caveats.
Q: What about blogging on behalf of the organization?
A: 1) Your blog record should be clear. 2) Don't cause problems.
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"To be sure, [society] cannot exist except through the individuals who serve as its substratum; it is, however, something more than a collection of individuals. A whole is not identical to the sum of its parts, even though without them it would be nothing. In the same way, by coming together in a definite structure..., men [sic] form a new entity which has its own nature and its own laws." -Emile Durkheim, A Course in Sociology
"
Why do wars and revolutions happen? We do not know. We know only that to produce the one or the other men [sic] form themselves into a certain combination in which all take part; and we say that this is the nature of men [sic], that this is the law" -Leo Tolstoy, War and Peace
"A phase transition is a sudden, global change in behaviour arising from the interactions of many constituent particles" -Philip Ball, Critical Mass: How One Thing Leads to Another
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Self
About Me
- Nathaniel James
- Washington, DC, United States
- In my professional life, I'm the Campaign Coordinator at the Media and Democracy Coalition. Beyond my commitment to advancing the values of justice and democracy in the media sphere through policy change and advancing community media, I have an intense interest in the social structure and process of intra and inter-organizational collaboration; social networks and social network analysis; network theory; complex systems; and emergent phenomenon. The views expressed here are my own and don't reflect the positions of any organizational entity.