<p>The White House is building on the success of the Obama campaign to win the 2008 election by being media savvy. Combining traditional media and the web 2.0 world, they're simultaneously reaching through and beyond conventional media to connect with people around the world.</p> <p>An example of their efforts is the March 20, 2009 video message that Obama directed at the people of Iran. This video has reached audiences of half a million people who have viewed it online, downloaded it and done their own mash-ups, mixing it with their own messages and putting it back online.</p> <p>According to White House tech genius Macon Phillips, the 30-year old in charge of the White House New Media operation, this video has thrown Tehran off balance as it thinks out its' response.</p> <p>Inside the US, the Obama White House has just launched FaceBook, YouTube, MySpace and Twitter (as well as a myriad of other social-network) accounts as a way to communicate with its' constituents.</p> <p>Here are three lessons to take from their approach.</p> <p><strong>1. Multi-Media &amp; Mixed Platform, or Go Where Your Audience Is</strong></p> <p>The White House employs several media strategies:</p> <ul> <li>Press Conferences that reach out to newspapers, TV and more conventional online news outlets.</li> <li>Posting information to The White House blog</li> <li>Keeping the whitehouse.gov website updated</li> <li>Posting the weekly address and other relevant video to YouTube, Hulu, iTunes and Vimeo.</li> <li>Posting blog updates and other textual information to Facebook, MySpace and Twitter.</li> <li>Connecting with people online by building a network of friends and supporters through a variety of social networks that include Facebook and MySpace.</li> </ul> <p>Why go through all that trouble? Because their audience is diverse and uses different media sources to access information.</p> <p>The White House wants to connect with as many people as possible with its' message. Whether you read the newspaper, watch BBC or spend your time on YouTube or Facebook, the White House has a place to connect with you where you feel most comfortable.</p> <p>This works because they can connect with you where you already are (instead of having you come to them), making it easier for you to find and listen to what they say.</p> <p><strong>2. Be Accessible &amp; Respond</strong></p> <p>When I watch CNN, I don't get the feeling that I can jump right in to the conversation. When I'm on FaceBook, I do.</p> <p>The Obama Administration is taking full advantage of new media applications by holding town halls that are broadcast on CNN with questions coming from YouTube and FaceBook users.</p> <p>In addition, there has already been a few instances where they've responded directly to the concerns listed by a myriad of online comments and questions.</p> <p>What does this mean? That they're listening. That being online is not a one-way street. That they're using the web 2.0 model of interactivity for what its' worth.</p> <p>Being accessible to the community that you're reaching out to is an important way to connect with people and show that you're not trying to shove your message down their throats, but instead trying to make your message part of the conversation.</p> <p>It'll make people want to hear more of what you have to say.</p> <p><strong>3. Build Your Networks</strong></p> <p>Finally, reaching the masses is important. Connecting with people in an individual way is even more important. The best way to do that online is to build your networks. Connect with "friends" online. Participate in the media that your reaching out through.</p> <p>The White House is doing this by building up their lists of "supporters," and "friends." They have levels of community members that they connect with online and build ongoing support relationships with.</p> <p>When they send out a message, their community usually gets directly involved. Its' an effective and personalized effort.</p> <p><strong>In Conclusion</strong></p> <p>Businesses and non-profits can apply these strategies to their marketing efforts. They are effective solutions that bridge traditional and new media and reach, connect and individualize the message with its' participants.</p> 2009-05-04T20:42:50Z 2009-05-05T05:09:03Z -8.17219 256 4463 true 15 8917 3-lessons-from-white-house-20 2 2009-05-05T05:06:41Z 2009-05-05T05:09:03Z

Media lessons that businesses and non-profits can learn from the Obama White House.

1 2009-05-05T05:10:48Z