The Politics of New and Emerging Media

Sarah Palin certainly had a bad day earlier this week when she received a resounding boo when she arrived in Philly to drop the puck at the Flyers hockey game. Have a look for yourself:

This incident reminded me of how quickly the masses can not only turn on the best PR or marketing intentions and strategies, but can also let their thoughts be known to the world in a matter of minutes via blogs, chats, viral video, and social networks.  Even after publications like the LA Times ran the story, it was only as long as it took fans with video enabled mobile devices to get home from the game before the world caught a glimpse of some not-so-great publicity.

As marketers, examples like these remind us of how important it is to do thorough research before embarking on a plan or tactic.  For example, Philly fans are known to be very team loyal and brutal toward any outsiders.  With this in mind, another hockey city may have proven a more positive reception. Know your audience.

This 2008 presidential race itself has taken on more of a presence online and utilizes all online media platforms to reach the masses.  Yet,  it’s amazing to see that even the online marketing efforts by both John McCain and Barack Obama have been scrutinized for not complying with the e-mail and online information solicitation policies set forth by the FTC and other watchdogs.  Again, do  your background research.  Know the standard policies for e-mail opt-in, ease of navigation that makes consumer choice easy and so on before building out an online platform.

The candidates have even inspired amateur marketers to give their product hawking skills a go like the t-shirt design competition that evolved on Cafepress, known for letting anyone design their own graphics to apply to clothing and sell with no up front costs.  This again reflects how far-reaching marketing efforts, in this case to sell a candidate, can reach.  The best course of action before taking your message to the masses online is to know your audience, gauge their possible responses and be ready, evaluate message and responsiveness as the strategies and tactics are rolled out, correct as needed, and change course and respond to negative feedback transparently and constructively to prevent even more damage.


One Response to “The Politics of New and Emerging Media”

  1. thecommunicatorium Says:


    Cafepress is a great example of crowdsourcing. The charts showing who’s ahead in sales and in selection are worth a look, too!


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