Resource Bank on Thursday featured a panel that offered some good information for organizations looking to upgrade their use of new media tools. The panel was lead by Todd Thurman of the Heritage Foundation, Nicole Williams of State Policy Network, and media consultant Scott Graves.
Here is the panel’s list of action items incorporating new media into your marketing efforts:
• Set up a Facebook account.
- Establish at least 300 friends.
- Join various political Facebook groups and causes.
- GET INVOLVED.
• Set up a Twitter account. [Nicole Williams advises that think tanks should both have an organizational account and encourage their staff to maintain individual accounts in order to multiply the number of channels on which the group’s products are exposed.]
- Follow at least 1,000 like-minded political activists.
- Use #TCOT (www.topconservativesontwitter.org).
- Send tweets and replies to others.
• Learn about YouTube.
• Identify a tech leader/advisor for your organization.
• Create a checklist of all channels through which your message is delivered.
• Ask your kids about the appeal of text messaging.
• Do a Wikipedia (www.wikipedia.com) search on the terms found in this presentation [for instance: search engine optimization, RSS feeds, wikis, social networks].
• Read Online Politics 101 at www.epolitics.com.
• Reach out to individual online journalists and bloggers.
• Identify individuals to write fresh, newsworthy content for your organization.
• Identify a technology advocate within your organization.
• Conduct a tech audit.
- Web site (features, functionality, content, and design).
- E-mail (size, relevance, and list management software).
- Survey your audience.
• Get a smartphone (iPhone, BlackBerry, etc.)
• Embrace change (like politics, technology is highly dynamic).
• Give tech leader a seat at the table.
• Allocate more funding to technology.
• Commit to continuing education.
• Hire tech-savvy staff.
• Experiment (adopt new technologies).
• Pay attention to new trends.
• Take action!
Some other good insights and bits of advice from the panel:
1. Learn about the “Long Tail.” In his article and book by that name, Wired Editor-in-Chief Chris Anderson explained that as technology makes content production and distribution more affordable, niche markets become easier to serve, which means that narrowly targeted content can be economically as significant as the mainstream “hits” that had previously dominated media.
2. Get on the learning curve now. The tools that will be important in 2012 will not be the ones that were important in 2008. But in order to move up the learning curve, you need to start now. Graves thinks mobile devices will be the next key area of evolution.
3. Learn more at the annual Personal Democracy Forum.
4. Use Google AdWords and Google Grants.