As I read the series, The Dimensions of Digitally Networked Campaign by Alan Rosenblatt, I couldn’t help but to think this is what every campaign strategist needs to read. When campaign strategists launch a strategy, they only use one of the three dimensions. They just build a website (1D), send an email proposing action (2D) or just utilize one of the many social networking websites (3D). But, the truth of the matter is your audience is going to spend most of their time on one of the sites. However, you can never determine, which one that is, or who the audience member it is.

Additionally, Online Politics 101 was a great introduction and guide to building a website and utilizing the Web to its max. The article not only serves as a guide or checklist but also as a critique.

I have done my fair share of website designing, so I have become a natural critic. But, a website’s design and appearance are not everything. Delany nails it when he talks that you must choose the right tools to incorporate in your site.

A website is more than a booklet of knowledge. It is a way to communicate with the people across the states and the globe. These articles remind myself and campaign strategist that you must have social networks like Twitter or Facebook to go along with it to be complete.

You must think about ends before you think about the means, brilliance almost always takes second place to persistence, content is key, and you need a sell an idea.

However, it offers the ability for voters to take campaigns into their own hands and is the big game changer for advocacy and politics. The Internet is a wildly evolving and not for the faint of heart.

However, Rosenblatt can’t say it better, when he mentioned it is a new playing field.

“To thrive in this new playing field, advocacy and political campaigns must excel in all three campaign dimensions. And while campaigns must still focus on message and organization, broad access to digital networking tools make for much more competition for the campaigns coming from a multitude of sources. Today, it is all about managing chaos.”

The Internet is not a tame beast, but it can be weaned to reach different generations.

The Matures and Baby Boomers see the Internet as an online magazine and source of information. They are also a thrifty generation. So, when they hear the Internet is free and has information, they are thrilled. Generation Xers see the Internet as a source of an action. They grew up during the Nixon Era and saw if they had a speculation, they can speak out and take action to do something. Taking action is as simple as a click away? They are in heaven. And millenials (my generation) see it as a way to connect and find other people like them. We are the first generation to engage in Massively multiplayer online role-playing game (MMORPG). MMORPG is a genre of computer role-playing games in which players interact with one another within a virtual world. There are over a hundred MMORPG and social sites that offer this opportunity.

Every generation is different, and the Internet is a jack-of-all-trades. Campaign strategists need to utilize all three to seal the generation gap. You never know who is reading your material.

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