Jeremy Bird, Deputy Director for the DNC, Chuck DeFeo, General Manager for Interactive and Social Media at the Washington Times, Gina Glantz, Senior Advisor to President Andrew Stern of the Service Employees International Union, and Michael Silberman, founding partner of EchoDitto offered their insights into online organizing:
- You need to use technology to get out the message and to mobilize people. The message always needs to be connected to the online initiatives.
- Online organizing is a tactic, not a strategy. I.e. online organizing is a tool to achieve something specific, not the way you win an election.
- There’s a difference between online organizing and field organizing, although the two are becoming dependent on each other.
- The more successful campaigns integrate new media, field organizing, and technology, and have the departments work together.
- Online Organizing only works if you have metrics that you can use to measure the success of your online campaigns.
- The new media folks are not the people who fix your computer