Using the Internet as the steering wheel for the overall campaign

Patrick Ruffini argues that whereas direct mail is a tactical communications medium, online media are (or can be) strategic media:

If you view the Internet as a shiny new toy, or worse, a new coat of paint on the old jalopy, you're missing the point. Increasingly, it's becoming the platform from which campaign strategy itself is executed. That's why stuff like body language towards the medium at the candidate level matters (Fred's blogging, Barack's dinners, Hillary's Sopranoing). Tactics without strategy will get you nowhere.

techPresident – Message vs. Tactics Online

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