Last week the California Republican Party held a “Technology Summit” that represented what I hope is the first of many conversations about the role of technology in campaigns, party building, GOTV efforts, fundraising, and communication. I was asked to speak for a few minutes and used the time to help the audience viualize the difference between the “web 1.0″ and “web 2.0″. As a student of new media who actively learns about and embraces new technology, I realize we are already taking our first significant steps in the the era of “web 3.0″. However, in the world of Republican politics… first things first.

My brief talk included two slides (left and below). The first slide highlights the overlapping and interdependent nature of web 2.0’s tools of communication. It contrasts those tools with traditional media tools like television, radio, and direct mail.

The second slide built upon an understanding that numerous communications tools are now available — none a silver bullet — that allow organizations like political parties to impact the national dialogue. Not long ago, producers, editors, and publishers were the gatekeepers to traditional media. They determined who received the coverage… how much, and how fair. Today, organizations have options. They can use tactics that embrace the MSM to reach large audiences while also deploying tactics that focus on narrow slivers of new media niches made possible by the wonderful convergence of technology and politics.

I am constantly looking for better ways to communicate the relationship of new media tools to those who are just now dipping their toes in the water. Fortunately, I StumbledUpon the featured image in this post. I like it because it is clear, comprehensive, and easy to understand. I hope these visuals are helpful.

For organizations wanting to tiptoe into the tools and tactics of digital media, it is important to make an accurate assessment of the starting point. Where is the organization relative to its competition and its industry? Who is the audience? What tools do they use? What kind of resources (time, human, and money) are available for digital media? Is the organization resistant to change? Who within the organization will advocate on behalf of adopting new technology? Does that individual have the ear and respect of the executive management team?

Early on in the process, there are more questions than answers.

While preparing a recent presentation titled, “New Media Tools & Tactics” that was delivered at the Heritage Foundation’s annual Resource Bank, I decided to leave the audience a handout with a list of action items. The goal was to offer specific advice about what an individual, on behalf of their organization, could do today, this week, this month, and long term to become more savvy in the tools of digital media.

Outlined is that list of key action items. Some are very basic. Some require careful consideration. For those who are already comfortable with tools like Facebook and Twitter, skip down to items that are more relevant to you and your organization.

ACTION ITEMS

TODAY

• Setup a Facebook account
  • Establish at least 300 “friends”
  • Join various political Facebook groups and causes
  • GET INVOLVED
• Setup a Twitter account
  • Follow at least 1,000 like-minded political activists
  • Use #TCOT (www.topconservativesontwitter.org)
  • Send Tweets and reply to others
• Learn about YouTube
• Create a checklist of all channels through which your message is delivered

THIS WEEK

• Identify a tech leader/advisor for your organization
• Create a checklist of all channels through which your message is delivered
• Ask your kids about the appeal of text messaging
• Do a Wikipedia (www.wikipedia.com) search on the terms found in this presentation.
• Read Online Politics 101 at www.epolitics.com

THIS MONTH

• Reach out to influential online journalists and bloggers
• Identify individuals to write fresh, newsworthy content on behalf of your organization
• Identify a technology advocate within your organization
• Conduct a tech audit
  • Website (features, functionality, content, and design)
  • E-Mail (size, relevance, and list management software)
  • Survey your audience
• Get a smartphone (iPhone, Blackberry, etc.)

LONG TERM

• Embrace change (Like politics, technology is highly dynamic)
• Give tech leader a seat at the table
• Allocate more funding to technology
• Commit to continuing education
• Hire tech-savvy staff
• Experiment (adopt new technologies)
• Pay attention to new trends
• Take action!

You can download a complete PDF version of the handout here. Let me know if you have any questions. Special thanks to Nicole Williams from the State Policy Network and David Kralik from American Solutions for their feedback and insight. I am available for presentations to your organizations about the benefits of adopting the tools and tactics of digital media. Please contact me at scott@scottgraves.com.