Cross-posted on techPresident
A classic observation from the early days of online marketing: a website is NOT a strategy. I.e., when you ask the client what they’re trying to do online, and they reply that they have a website — which is of course just a tool, and is probably not doing them much good if it’s isolated from an actual plan to put it to use.
The Twitter fixation currently sweeping segments of the news media and the political world (particularly on the Republican side) reminds me of those innocent days of the early web. Not to put Twitter down, because it definitely has valuable uses, but it’s just a tool — and if you don’t know WHY you’re using it, you’re probably not going to get much out of it.
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March 26th, 2009
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Guest article! This one comes from an e.politics reader with years of service in the online political world but who prefers to remain anonymous to preserve feelings — and professional relationships. His anecdote contains too much wisdom to keep as secret as his identity.
In a previous life, I worked in a rapidly evolving organization — but one still not maintaining the pace necessary to meet our projections. Within this context, one of our co-founders lassoed a close friend to provide pro bono management consulting services.
We scheduled the obligatory “kickoff meeting” in which the management introduces the consultants, lists their credentials and gives an explanation of the mission of the project that is too broad to have any significant meaning. Picture the Bobs being introduced in Office Space.
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March 26th, 2009
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