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Online Tactics: Viral Marketing/Viral Campaigns

Updated January, 2011 Mmmmmm, mental viruses. Let’s create a video clip, an animation or even an email appeal that’s so compelling that people forward it around the world and do our promotional work for us. It’s basically traditional word-of-mouth leveraged across the internet...

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Online Tactics: Working with the News Media

Updated January, 2011 The first thing to remember about working with the news media is that reporters are bombarded with information and that the good ones consequently quickly develop a sensitive bullshit meter. When you’re working with journalists, dial back the rhetoric and focus on the...

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Online Tactics: Search Engine Optimization

Updated January, 2011 Getting found on search engines is usually vital if you want to have any kind of online prominence, and search engine optimization (SEO) is one of the Holy Grails of online marketing (and marketing is what we’re doing here: we’re selling ideas, right?). So, how...

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Online Advocacy Tools: Cell Phones and Text Messaging

Updated January, 2011 Cell phones, and particularly text messages, are the next political tool we’ll consider. If you’ve spent the past few years building up your thumb strength and agility while keeping up with which bars have good drink specials (as I wrote the original version of...

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