Communication Internet policy progressed largely through the active use of social media. Has led to the use of different tools like social networks, blogs, wikis complement the work conducted portals or web pages that are relegated in time if, as of today, do not have a way of networking through these instruments.
But the use of social networks should generate another framework much more active policy. One principle should be to generate initiatives on implementing web 2.0 tools to work for development.
For this reason it is necessary that the people involved in the development work involved in the world of politics 2.0 to create interactive spaces that help strengthen social work. The analysis of the potential or disadvantages that may have these tools in this field is still matter of debate. Especially since the use of social networking and other applications rely heavily on the Internet, the type of connectivity and accessibility to equipment. But starting with the development of programs for developing Web 2.0 means an important step in trying to ensure that advanced technologies will serve to narrow the gap in access to ICTs, rather than extending it further. Following
this thought, in recent years carried out a initiative called "Web 2.0 for development" (Web 2.0 for development) that focuses on how to use the participatory approach to relationship management and organizing strategies of networks between people or professionals interested in development work. In this context stakeholders can easily relate to each other, access information, produce and post content and redistribute writings of others.
generation digital inclusion programs Social inclusion is also inclusion, because Social Media generate new forms of socialization that can not remain indifferent. The development of policy action plans to allow access to ICT is very important to avoid isolation of a technological nature of today but it will eventually turn into a social type.
The active incorporation of new trainers who can educate themselves on social networks and Web 2.0 enables then to move to those geographical locations where access is low and can transmit that knowledge. In turn, we must encourage the development through knowledge-sharing workshops for trainers and ICT trainers who live and work in an environment where bandwidth is limited.
The role they are beginning to have social networks in terms of participation of civil society provides a special challenge in terms of instruction and preparation of trainers who can pass that knowledge on to people.
Social networks not only encourage participation but who can give voice to people who do not have and for some reason were excluded, but also help develop new patterns of work and exchange of information. Access to their use is essential to avoid being relegated but also provides tools that, through this social interaction in the digital, they can assemble working groups to take forward actions in the territorial field. The aim is to amalgamate forces of nature and technology group achieved the social empowerment.
Development socail 2.0, online social policy, Internet policy development
Internet Communication: the new political campaign web search
's often associated with a political communication strategy design a stunning logo, write an attractive campaign slogan and develop a political spot or a catchy jingle. But these are only tools that will help us to forward the ballot to the citizens.
The strategy is part of a pre-defined tactics that will be implemented in the Communication Plan of the political leader. This is an inductive process in which the politician, with his team of advisers, should define the purpose of his political project. To do so, address the question: What want to communicate?
The answer to this question is crucial to define the way in which he will direct a communication plan. It sometimes happens that the politician has defined his project, but do not know which way to communicate. It is responsible for consulting with specialists in different areas such as media consultants, journalists and communication specialists to help spread the mass media management or activity carried on.
Makers press companies, agencies and politicians also are responsible for overcoming internal barriers to achieve the means for a statement an activity or new content becomes publishable. Then typically collect-a-trophy as the news media came in a sampler where you can see how many times I made notes on the radio, on TV or how many press releases were processed in news articles.
The information is at:
Political => Media => Citizen
However, the emergence of Internet together to the so-called Social Media Web 2.0 able to break that pattern.
media change, customs also Blogs were the first tool that transforms reality by generating a new procedure in obtaining the information from journalists. Today, many journalists use blogs as sources of specialized information to develop subsequent articles published in the newspaper. On several occasions, to manage data and information specific and targeted bloggers manage to get deeper into niche topics. In this way, often with the latest information and maintain a key role to provide relevant data and information.
Similarly, many companies are able to see the bloggers on new products coming to market today is that companies, whose main interest is to know that people think (as consumers) on his various articles, and competition- require the information it obtains a blog through the comments and criticisms postit or negative-of the followers of these spaces.
What does this mean? What people are providing valuable information about tastes, habits, behavior and opinions as never before had.
companies understand how to capitalize on this situation.
POLITICAL STRATEGY AND MANAGEMENT Political leaders must do the same: using the Internet as a political tool.
As a means in itself, the Internet provides a range of possibilities to get in touch with citizens to communicate their message to spread its management, etc. But of no use if it develops a strategy for online communication accompanying or coupling to the General Plan Communication, if you have one.
The aim of articulating the comuncación online to offline, is that they are not unrelated to each other and that can achieve the same message to deliver consistently. Yet here is when it happens the first uncertainty: How online communication work?
Any politician can have a personal web page just as anyone can issue a press release. The difference in the success will be that, beyond issuing a press release, which means to send the material will be of interest to lift the information and then disseminate it.
With political communication on the internet it is the same, we can not be happy to upload a web page and see what happens. Must be maintained, administered through the continual introduction of new content and responding to feedback from Social Media.
Through Management is achieved the success of e-marketing as only managing political discussions of Web 2.0 is done to measure the number of followers, increase user traffic, increase subscriptions to the e-mail campaigns, marketing and distributing amplify content on other sites.
CENTRALIZED INTERNET COMMUNICATION The Social Web tools are changing the way people behave. A clear example is the emergence of Google Reader, a tool that, through feeds online media, we can subscribe to the news that most interest us for us to go directly without having to search. The Users no longer look for the news but they seek to users.
The emergence of the Internet in conjunction with the emergence of Social Media (Web 2.0) manage to break the scheme Political => Media => Citizen . Or at least, what should I do if the tools are used in the right way.
If you think about beginning to communicate through an Internet strategy will be convenient to centralize our work on the website. The aim is to cause or force them to be the media who are interested in seeking political information for it (through their media advisers) do not have to go knocking on the door to the media. Why go to the media when they can come to me?
The idea is interesting to analyze, but not with this approach is to abandon the work of the press, on the contrary it is intended that the two formats are complementary. Just as journalists navigate the Web researching blogs to develop their content in the media, the chances of lifting information from a politician will be greater if you have a site with information updated on an ongoing basis, if you have newsworthy content, statements on issues agenda, positioning on last-minute events, etc.
This also earns direct contact with citizens no longer have to access the media for information about the politician, but he can do by itself. Following this concept would work the information at:
Citizen => Political => Citizen
and Consulting in "Political Marketing should pay more attention to be efficient and not so much to be effective, it is not the same. Being efficient can reach the result no matter what. On the contrary, be efficient demand another kind of concern; of achieving the same result (the purpose of communicating) but using the best means to do so. The difference is in how, not what (communicate).
For this reason many politicians are on the Internet and social networks, but without asking why they are or how much they want to be.
Start thinking on the Internet and Social Media as political tools means rethinking some questions in reference to General Communication Plan of the political leader (again, if you have one).
Former President of Chile, Eduardo Frei, was the best choice as presidential candidate by the coalition after a series of twists and turns in which Ricardo Lagos was appointed as José Miguel Insulza (OAS Secretary General) as the favorites to succeed Bachelet in front of the Palacio de la Moneda. Frei's appointment seemed to surprise everyone, including Marco Enríquez-Ominami, a young leader of the Socialist Party (within the structure of the Coalition) that wanted to run for an intern within the ruling party. When he refused to contest the nomination internal Concertación Enriquez-Ominami went to stand as independent, taking with him a large number of militants and leaders of importance.
But wear the Coalition had begun earlier, in October 2008 when they lost the municipal elections, which resulted in a blow to a presidential election year. But went on affirming the positive image maintained the President Michelle Bachelet.
As we have analyzed the case of Piñera, Frei's team has also worked effectively in a web campaign tracking and primarily to strengthen the image of the former president who, given that its two main Enriquez-Ominami rivals-and-Piñera, have the advantage of showing a change of air for the last few decades. He also played against his age, as the profile of its two direct competitors with more youthful image, thought otherwise impact on the youth of the Chilean electorate from the outset.
As expected, all three candidates worked very well the campaign website: full-time, managing the spaces, promoting civic participation and changing tactical operations along the different stages of the campaign. EDUARDO FREI
2010 Frei - The Coordination www.efrei.cl The Frei's campaign website has undergone modifications since its inception to date of the election. At first, when he began the long journey pre-election, image design worked for his campaign team had many similarities to the page of any American candidate.
Here we show the changes in style and web design Concertación candidate as the election campaign was developed:
very radical changes in the visual communication of a candidate cause "noise" in the channels of communication. These "nuisances" in the communication process between political and threaten voters strongly against the message the candidate wants to convey to the voter.
But little by little his projection was getting a visual communication with its own identity, achieving distinction as a "brand" with a distinguished label rather than a foreign imitation. The achievements in this area must highlight undoubtedly, beyond that in this respect was much neglected in comparison with its competitors, and Enríquez-Ominami Piñera, who achieved a visual seal immediately hit on people since the beginning of the electoral dispute. In contrast, the repeated changes Frei hurt, beyond the excellent final results in the final design of your campaign website. It took them long to find a visual impact. Finally they found him, but perhaps later.
Looking at the final work can not but congratulate those who carried out the visual change. The development of a serious work in the graphic area and a stunning visual design, allowed him to develop a message of strength and support on your page using text boxes with many colorful backgrounds, which help solidify the texts that are within them. The use of strong tones in the logotype of Frei was one of the most effective and a radical change with respect to the candidate's name on your old page. We looked for a modern font, sans serif; strong cutting Capitalized allowed to have a deeper impact on the home page of your website. And for the auction was accentuated an exclamation mark turned out to be an image associated with widely used as a label for various communication vehicles throughout the campaign.
The simple keypad evoking the achievements of the Coalition over the years he ruled, the proposals for the next mandate and not much else, a space called "Manifesto" with phrases of self-motivation and encouragement, and a button "Download" in which users / voters had access to download information and any kind of proselytizing material to conduct their own campaigns and can carry the message to the street and the rest of the network. Always all with titles in capitals and colorful.
In Facebook campaign team of Eduardo Frei seems to have raised a working strategy to achieve the recruitment of sufficient support. While his fan page has more than 13 thousand fans, the group was not the case and just joined about 600 people. The contrast is greater when compared with the anti Frei created by the campaign team of his rival, Pinera, who created a space to attack the candidate of the coalition under the clever slogan "Frei No More" and earned the support of more than 78 thousand people.
Instead of having a unique profile, two spaces were managed with two separate accounts, one news of former president and one of his campaign team which reported the latest pre-election the candidate of the Concertación. His team was responsible for bringing you the latest news and his followers, but failed to appreciate the strategy that led to the generation of two accounts, so much so that did not differ greatly from each other and both spaces published virtually the same content. The "followers" became more than 4 000 in one and about 3 thousand in another.
The open space was highly exploited to display the entire visual material from campaign speeches, campaign commercials until closing. Like any channel that does a great user traction, the area of \u200b\u200bthe Coalition managed to place their banner with its isotype characteristic of the campaign. Managed to raise over 50 000 channel views and made a lot of interaction with people, something that can be seen in more than 300 comments that had the canal and the 300-odd subscribers.
Political Campaign Spots Finally we bring you a compilation of campaign commercials Frei. The first is the poor and weak, the spot is a classic example of "video resume", which are displayed qualities, virtues or positive things did the politician in question. Usually not the effect you are looking for and can not persuade the electorate, much less a second round in which it is important to capture the vote of those who at first did not vote. When you make such generalized statements as to the candidate (Frei in this case) was the man who "reduced poverty by half", is simplified in a very rough relationship that voters know it is much more complex. The electorate requires direct and simple message, but it should not be "taken for a ride" because he understands that issues such as poverty reduction, there is a confluence of conditions, actions and events to make this possible.
is also the best spot Frei campaign called "It's not the same" with a catchy jingle that was armed to face the second round and sought to persuade voters who in the first instance of the other candidates voted for the left and center Ominanmi or Arrate.
The jingle is very catchy, beyond then, the results and the victory of Piñera, appear to have placated the motivating effect that tried to cause the spot. At the end it seems that yes was the same. " Check it out:
To see more videos of the electoral campaign of Chile and other countries access our Web Policy TV channel .
