Everyone has a bold story to tell. Ray Bradbury, who passed away yesterday at the age of 91, was no exception. That's not to say he wasn't exceptional. After all, not everyone's bold story gets to be a standard part of the American tenth grade curriculum.Forgive me for getting sentimental, but we hold a special place in our hearts here for Ray’s masterwork, Fahrenheit 451. To us, it’s much more than another dystopian omen for what we might all become if we’re not careful. It’s the inspiration for our company’s name. In Fahrenheit 451, Guy Montag faced more severe limits with the printed word than we can really imagine, thanks to an entire brigade dedicated to their destruction. Nevertheless he witnessed the intense resilience of the human spirit in keeping alive what had been held in those books. He witnessed people, regular people, adapting to an oral record of those books so that they wouldn’t be lost. So what does that have to do with us? To be clear, we don’t burn books here. The destruction of information is (in most cases) a terrible thing. Quite the opposite, we created a company centered around the dissemination of information. As the old methods of marketing and advertising slowly fade into the past (direct mail, billboards, etc.), we’re adapting our clients’ messages for the way people communicate in this century. We chose Public Relations, Social Media Marketing and Search Engine Marketing because we to like having different methods at our disposal. Print media still has a part to play (and always will), but the more powerful part of what we do is harnessing digital media to amplify that medium. It’s like growing a little spark into a blazing bonfire. But we’ll leave those little salamander hats to someone else. Thanks for the ideas, Ray, and may you rest peacefully. We’ll keep your book right at our front desk. [caption id="attachment_4867" align="aligncenter" width="215" caption="Ray Bradbury, 1920-2012"][/caption]
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Regardless of your political affiliation, I think anyone would agree that no small part of the success of President-Elect Obama's campaign was due to their groundbreaking use of New Media. While presidential campaigns have been using interactive marketing for several election cycles now, the technology becomes more and more advanced with each one. In 2000, the web was still the new and exciting medium. Everyone knew the magnitude of its power, but we were all still trying to figure out what to do with it (thus the gold rush of the late 90s). Gore and Bush both had professional websites that broadcast information about their positions. Howard Dean took the next step in 2004 by using the internet to raise amounts of money that took all his competitors by surprise.
In this year's cycle, however, we've seen an even more extraordinary leap in the effective use of technology. This year is the first one since what we generally refer to as "new media" has gained a meaningful number of users. Barack Obama and his team recognized this from the start and harnessed it to do so much more than just raise money. Bring in record numbers of money they did, but they also did a lot of things that left McCain's campaign behind, much the way Kennedy left Nixon behind because of his inherent understanding of television.
So what did he do beyond his regular marketing campaigns and public relations efforts? He ran targeted opt-in text messaging campaigns, twitter updates, RSS Feeds, Blogs, webcasts, podcasts. I wonder if John McCain could even identify what most of those items are. I don't mean that to be derogatory, rather I mean it to point out the difference in generation. The fact remains that Obama embraced a technology that is no longer in the future. The "present" has arrived for Web 2.0, Search Leveraged Public Relations, PR 2.0, Mobile Marketing and a host of other technologies. Now that we've seen how a political candidate can use it well, I'll be a keen observer of what will come next in 2012.