Archive for November, 2007
Apparently I was wrong.
I just got another pitch from Bryan. And from it, I give you today’s lesson on blogger relations:if you have pitched a blogger before, and have had multiple back-and-forth exchanges with him or her via e-mail, do not re-introduce yourself and your organization in a subsequent pitch. At that point, the blogger should know you and who you represent.
That is the consequence of sending out form e-mails to bloggers. Without a personal touch, they undermine the relationships you have worked to establish.
The U.S. Army has a contestant in this year’s Miss America Pageant — Miss Utah, or Sgt. Jill Stevens. She is a veteran of Afghanistan and a member of the National Guard, and she is blogging about her experience in the competition.
They aren’t calling it a blog, probably as not to intimidate the higher ups who still don’t get the “interweb.” But that’s what it is. It is a series of personal entries, published in reverse chronological order, updated frequently.
Though others might disagree with me (so far she has written about singing holiday songs and practicing walking in heels and posing), I think that this is a great way to humanize the Army. Every Soldier story is different, and this certainly is a unique one. It may not sound like a traditionally “hooah” story, but this story has legs (really — no pun intended). Using a blog to help tell the story is quite effective.
Overall, A+ to the Soldiers Media Center for putting together a great online package.
If there were an award for the top military-themed online advocacy program of the year, it would need to go to Vote Vets.
- elect veterans from Iraq and Afghanistan to public office — regardless of party;
- oppose elected officials who have “failed the troops;”
- provide legislative advocacy to benefit future service members;
- ensure current troops are well-equipped and well-compensated; and
- fight for benefits for veterans.
Of note, the group has been vocally against the execution of the Iraq war.
Whether you agree with their politics or not, visit VoteVets.org for a look at a strong, integrated, multi-channel online campaign. They have a great Web site that uses multi-media effectively. They have pages on MySpace, Facebook, YouTube and Flickr.
And last week, they launched a blog. (A really good one, which, if they only offered an RSS feed, would be a daily read of mine.)
With online advocacy, as Vote Vets shows, the whole is greater than the sum of the parts. A blog is a tactic. Embedding video is a tactic. Participation in a social network is a tactic.
But together, they combine to create an echo chamber where the message is spread, shared and understood.
A bunch of friends have forwarded me this article, or news like it (thanks all!). From the Washington Post:
The State Department, departing from traditional public diplomacy techniques, has what it calls a three-person, “digital outreach team” posting entries in Arabic on “influential” Arabic blogs to challenge misrepresentations of the United States and promote moderate views among Islamic youths in the hopes of steering them from terrorism.
The department’s bloggers “speak the language and idiom of the region, know the culture reference points and are often able to converse informally and frankly, rather than adopt the usually more formal persona of a U.S. government spokesperson,” Duncan MacInnes, of State’s Bureau of International Information Programs, told the House Armed Services subcommittee on terrorism and unconventional threats on Thursday.
“Because blogging tends to be a very informal, chatty way of working,” MacInnes said, “it is actually very dangerous to blog.” So State has a senior experienced officer, who served in Iraq, acting as supervisor and discussing each posting before it goes up. “We do not make policy,” MacInnes added.
The State Department team’s approach is to join a blog’s conversation, often when it turns to the motivation for U.S. policy toward Iraq, and when others are claiming that the U.S. occupation is meant to help Israel or to secure oil. “Our job is to address that motivation issue and show them that that’s not the motivation,” MacInnes said.
It’s dangerous to blog??? I understand his point, but come on.
How about the State Department, rather than censoring and reviewing every blog post for consistency with department policies and goals, institute one simple blogging rule: blog at your pay grade.
Simply put, if you blog about what you know about and discuss matters related to your job at the level of your responsibility, while adhering to principles of informational security, there is no reason that blogging should be considered “dangerous.”
Perhaps it is people like MacInnes whose gloom-and-doom views of blogging are keeping it from taking stronger roots in the federal government.
Text messaging is the new frontier for communications.
Mobile phones are ubiquitous in the US. Tens of billions of text messages are sent and received every year.
Yet marketers are still experimenting with the best ways to tap into this phenomenal communications resource.
The DOD however, has come up with an interesting approach that I think is quite effective — they have incorporated text messaging into the America Supports You “Giving Thanks Campaign.”
This holiday season, America Supports You is giving you a new way to send your thanks to the troops – by text message! When you send your message of thanks to 89279 (TXASY) between November 17th and 22nd, you’ll receive a special thanks in return.
The really interesting part is the feedback loop they created — go to their web site and you can get the code for an embeddable widget for your blog or Web site that will display the text messages sent to troops. So not only can you participate and show your thanks, you can also show everyone else that people are supporting the troops.
Overall, this is a great way to use technology to engage with people, leverage the benefits of SMS and connect those messages of support to others online. I’d encourage you all to check it out and send a text message.