Brian Fuller's blog on the media, marketing and content creation

The New Media President

Posted on | January 21, 2009 | No Comments

Change may be in the air in D.C. now that President Obama is getting a feel for the Oval Office, but it sure is in the ones and zeroes as well. The minute after Obama officially became president (noon eastern Tuesday Jan. 19, 2009), the first White House blog was launched:

A short time ago, Barack Obama was sworn in as the 44th president of the United States and his new administration officially came to life. One of the first changes is the White House’s new website, which will serve as a place for the President and his administration to connect with the rest of the nation and the world.

Millions of Americans have powered President Obama’s journey to the White House, many taking advantage of the internet to play a role in shaping our country’s future. is just the beginning of the new administration’s efforts to expand and deepen this online engagement.

Plenty of suggestions are flooding in from social media observers; plenty more expected. White House director of new media Macon Phillips has a big job on his hands, but it must be exciting. The Obama team is smart and calculating, as most political operations are, but they have embraced new media with a just-do-it attitude that combines common sense (what’s the ROI or Approach X?) with a go-for-it energy.
That’s what Dean Rodgers at Koifish Communications meant this week when he posted simple, common-sense advice for marketers and PR people: Just Do It. He gets at the nut of the Catch-22 involving hyper-protective communicators, whose legacy has been command and control. But you’ve heard it a thousand times: In Media 2.0, you gotta participate because you won’t know what it’s about and how to leverage it unless you do.
I think one of the problems communicators, both young and old, have is the landscape is so cluttered it seems futile to try to figure it all out.
Here’s the secret: You don’t have to. Take baby steps. That landscape changes by the month, so it’s new again to even old hands. But if you’re not wandering through that landscape, you’ll never get anywhere.

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