Speak the Heresy

I learned long ago in graduate school, it's plagiarism to steal from one; it's research to steal from many. Another great bromide I've promoted here is to see the public relations future, watch the current political races.

Submitted for your approval for the umpteenth time this year -- the Obama internet machine glimpses the one-to-many future. The fund raising. The FRIEND raising. Here's another story about some of the inner works by Jose Antonio Vargas from the Washington Post. The payoff quote:

Now, because of technology in general and the Internet in particular, politics has become something tangible. Politics is right here. You touch it; it's in your laptop and on your cellphone. You control it, by forwarding an e-mail about a candidate, donating money or creating a group. Politics is personal. Politics is viral. Politics is individual.

Search and replace "politics" for "college athletics."

Here's the killer detail: More than 90 folks on the internet staff. That's 10 less than 100. That's about 90 times the number of dedicated internet personnel in most athletic departments. It's 45 times the number at Arkansas.

One more line from Vargas.

It also means using the Internet to invite people into the process, giving them something to work for, offering them a stake in victory or defeat.

Tell me friends, does he speak for politics or [Your Team Name Here]?

As you read the story, there is a very important detail about the Obama internet machine; it was organic to the organization, embedded in every operation from communications to fund raising. You cannot overlook this point.

The next wave of successful internet isn't outsourced. It isn't sold off to some conglomerate. It's managed and directed by people who know the landscape, who know the local players, who are integrated within the wider community of the institution. As sure as astro-turfing shows up, so will those who claim they can ride in and immediately begin to reap Obama-like rewards.

No, that starts with natives who know the countryside. People who understand the brand and live the culture. Hmm, now what office best embodies that . . . .