Feb 07

Zack Exley: Don’t Just Pay Lip-Service to the Web

Zack Exley wrote an interesting post this week about Barack Obama’s so far dormant Web operation.

His comments should be taken to heart by decision makers in all organizations where Web outreach should be an integral part of their strategy…

Obama and his senior aides aren’t doing the deep thinking they need to do on their own about this medium. They, like most of their competitors, have delegated “the Internet thing” to staffers who are far outside of the inner circle (”senior staff” is not the inner circle), and have refused to take personal responsibility for understanding the potentials of the medium on their own. In Obama’s case, it’s inexcusable because the Internet is just dying to make him president.

The result is that he is making major campaign decisions without regard to potentials for base building on the Internet—most important among them: how to launch the campaign. I know that they would say, “We ARE taking it seriously!” I’ve heard this from campaigns a thousand times. And they think they mean it. But the “Internet strategy” is still something separate, and still not something for which the inner-circle takes full personal responsibility. They need to think about the Internet with the same intensity, curiosity and rigor that they apply to television, polling, speech writing/making and debate performance. This is the cycle when it is just complete idiocy to treat base-building through the Internet with one iota less seriousness than those other critical areas.

Read the whole thing.

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