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… filling in the negative space with positively everything

How *NOT* To Win An Online Campaign : PT II

In How *NOT* To Win An Online Campaign : Part I, I cautioned any political candidate (or business or nonprofit organization) who wants to wage a successful online/social media campaign to heed the following advice:

  1. Do NOT Start Late.
  2. Do NOT Confuse a Presence with a Strategy.
  3. Do NOT Play Dr. Frankenstein.

I was going to write about specific tools for “Part II,” but decided that this next point is so critical and essential to a winning online campaign that it deserved a post devoted entirely to it:

4.   Get Your Team to “Get It.”

Not long ago, I wrote an article for AYN Brand on How to Get Your Group on Board with Social Media. It was a direct response to feedback from attendees of my social media and online marketing workshops. While the attendees themselves were enthusiastic about “joining the conversation” online, one of the biggest challenges many faced was a fear of new media among their organizations’ board members and senior executives. The people who ultimately decided when and where financial and human resources should be allocated did not understand the reach and use of online tools, so they decided to ignore developing anything beyond a basic website. Rather than learn how online networking could help their organization, those stakeholders chose to remain out-of-touch and dismissed social media as “just for kids.”

It’s NOT. As I wrote, successful campaigns like President Obama’s prove:

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