Are you leading with digital? The question feels passé, but in a town like Washington, where the dusty old town hall is on a slow burn and social media responsibilities — and the blame when tweets go awry — are often reserved for interns, the answer for so many companies is a surprisingly dated one.
The smart strategists in Washington are replacing increasingly antiquated ways of shaping public policy with high-tech methods for crafting effective public affairs campaigns that offer unprecedented precision. In order to harness these new tactics, organizations must start leading with digital. This begins with hiring talent that knows how to mine the millions upon billions of bytes of social and web data that’s out there. Having the policy and political expertise to glean savvy insights from that data to inform a strategy. And going directly to the small groups of people who command the majority share of influence on top issues.
Here are five ways your company can get smart about digital today.
Stop doing things on a hunch.
Far too many strategies are based on assumption. With digital analytics — real researchers looking at real and