Choosing the Right Tools
June 19th, 2008
New Online Politics 101 Chapter
Okay, I’m sold — where do we start? What are the essential tools of online politics, and are they the same for every campaign? Most campaigns will end up balancing three primary weapons systems:
- A central online hub, usually a conventional website but sometimes (and particularly for citizen activists) a MySpace profile, YouTube channel or blog.
- Some way to keep in touch with supporters, usually via email list but also possibly using social networking software, RSS feed, Twitter or text messaging.
- Some way to influence the online discussion in your space, often meaning blogger relations but also including traditional media relations, social networking outreach, RSS, participation in back-channel email/IM discussions, the production of podcasts and video pieces, etc.
(By the way, I’m indebted to Josh McConaha of the Democratic National Committee for that division: when asked on a panel in the winter of 2007-8 to name the three essential tools for online politics, he listed a website, email and blogger relations or some other way to influence the discussion. My list just expands on his.)
The exact mix of tools you use depends on the goals you’re trying to reach and actual means you have available to reach them. If you’re trying to organize high school and college students to speak out about human rights issues, you’re likely to use Facebook and MySpace. If you’re a think tank or policy-heavy nonprofit, or if you’re just a good writer with something to say, a blog or family of blogs may be the right answer. If you’re raising money for a candidate for office, you’re likely to use email and possibly online meeting applications like MeetUp.com plus an online fundraising site to get supporters donating and recruiting others online and in the real world.
The chapters that follow will look at the major tools available to political communicators as of June of 2008, along with tactics for specific applications like fundraising and influencing legislation or the media.
Robot-Selected "Related" Articles:
- Choosing E-Newsletter/Email Advocacy Software
- Download the New Online Politics 101
- Idealware: Excellent Resource for Advocacy Groups
- Five Simple Rules for Online Politics
- Blogging/Online Advocacy Event Next Thursday
Help build e.politics
Make a comment, correct my errors, suggest more tools and tactics, leave a case study, or otherwise make this page a better resource.
Some HTML allowed:
<a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <strike> <strong>
Trackback this post | Subscribe to the comments via RSS Feed