Lobbying no longer requires million-dollar war chests and direct access to BigFoots. It could just leverage social media. That includes a Facebook campaign. Here is an example of such a grassroots no-cost, passionate pull strategy to Save Hotchner.
As "Criminal Minds" fans know, tonight on the program, the head of the elite FBI unit Aaron Hotchner gave up his position and demoted himself to just a member of the team. He handed over the reins to Morgan. As we also know, Hotchner's behavior has been erratic - in fact, downright self-destructive - since he was attacked by the Boston Reaper and his family placed in protective custody.
We have no idea what's in the plans of the "Criminal Minds" producers, directors and writers. Gossip in the tabloids is often unreliable. What we do know is that we don't want Hotchner written out of the script. Our wish list includes having him, as was Jack Malone on "Without a Trace," restored to his leadership position. Some fans are lobbying for that via Facebook. I am using my posts on this blog and my other site.
The process is no different for matters of regulation. Pharmaceutical companies, energy producers, in-house lawyers, and even law firms can leverage social media to get a message out there and have it resonate. The expense isn't in dollars. It's in imagination, passion, and sweat equity. In addition to social networking sites like FaceBook, MySpace, and special-interest online communities, there are tweets, Podcasts, mobile texting, YouTube videos, digital press releases, email blasts [but please please please make the headline catchy and the content provocative and short], e-books, e-zines, website content, and more.
The rules of the digital road include:
- Have one clear message and package that in a way that it's clear that the message should matter to others. The message is for the audience, not the messenger's ego.
- Experiment with diverse forms of the message and how to deliver it. Measure. Do more of what's working. Measure. Do immediate course correction.
- Use a human voice. That might require your organization and/or its leader to find a voice. That voice is unique. That's why it can become a pull force.
- Don't dare be self-serving. Digital media by its nature is "open-source," that is, open-heart. A useful read on that is the new book "The Digital Handshake" by Paul Chaney aka The Digital Handyman. Chaney was my social media shaman when I was stuck in the print THE NEW YORK TIMES - Corporatese voice.
- Less is more. It always was. Twitter trumps blogging.
Call in your best tech people. You can simulate the kind of sites which Facebook co-founder Chris Hughes created for the Barack Obama presidential campaign. Down-loadable were all the tools for organizing, scheduling special events such as rallies, and fund-raising.
Lobbying need not be expensive.