Winning the Internet

Moving beyond tactics

After a great run, the Winning the Internet blog has been retired. However, you can still keep in touch with New Media Mentors here.

When you’re working for change and running low on resources and high on ambitions, it’s tempting to jump right to the chase. For those of us in the online space this often means jumping into tactics before you’ve figured out a clear plan for using them to achieve your goals. This might mean creating a new Twitter or Google+ account, deciding your organization absolutely must have a video, etc. These can be powerful tools, but without an action plan, they can turn out to be just the opposite– drains on budget and staff time.

To avoid catching what some snidely refer to as “Bright Shiny Object Syndrome”, be sure to set your goal first, then continue through the strategic planning process:

  • Goal & objective
  • Strategy
  • Tactics

For more a little detail on each step of the process, check out this short video of Jason Rosenbaum at Netroots Nation 2011:

About Melissa Foley

Melissa is the Director of Training and Mentoring for Netroots Foundation and New Media Mentors. She aims to use her MBA + nonprofit background to teach organizations to use new media tools strategically.


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