What Digital Divide?

The Digital Divide, popularize in 1990’s to describe the gap between those who did or did not have access to information technology.  First used for the ability to access Personal Computers (PC’s), in less than a decade gave way to Internet and more recently Broadband Internet access.    

There are many reasons to close this technology gap, economic, social morally and to simply, not leave anyone behind.  In an attempt to close this divide, billions have been spent over the years.   “The American Recovery and Reinvestment Act provided the Department of Commerce’s National Telecommunications and Information Administration (NTIA) and the U.S.Department of Agriculture’s Rural Utilities Service (RUS) with $7.2 billion to expand access to broadband services in the United States..”  alone.   This effort does not include the additional billions spent by other agencies and commercial entities.

Today only one out of five Americans (20%) do not have access to the Internet – quite a change from where we started in 90’s.   The Pew Internet Organization reports that one of the most common reasons given by these not using the Internet is that, they feel that it is not relevant to them. 

Responding this apparent need for relevance, droves of government and non-government groups continue to spend time and money in efforts to convince these holdouts of the importance of having Internet access to the home.   Maybe, just maybe, this worthy endeavor may not be as relevant as we thought.   While we have been pushing the paradigm of Internet to each home – something else has been emerging. 

The same Pew Report notes that 88% of Americans have access to a cell phone.   That the  …rise of mobile is changing the story. Groups that have traditionally been on the other side of the digital divide in basic internet access are using wireless connections to go online…”   The report goes on to state that among  “….smartphone owners, young adults, minorities, those with no college experience, and those with lower household income levels are more likely than other groups to say that their phone is their main source of internet access…”     

It appears that about 8% more Americans have access to cell phones then Broadband Internet to the home. In addition, what we considered as “Internet” may not be as relevant to them as let’s say “texting” or other similar applications. This wireless shift is changing how Americans - are and will connect in the future. Apps, which maybe not viewed as “Internet” by these users, are definitely changing how a new generation communicates and “connects”

It is time for us to re-evaluate what is the Digital Divide and what truly are the tools and skills that our children will need to connect to the world.  Maybe it is time for a change in our thinking.

Steve Goad
Media Goal Solutions
http://mediagoalsolutions.com

 

So You Want To Run For Office?

Steve Goad Media Goal Solutions and Candidate Chuck Smith

For a few years now, I have worked with Candidates running for local office.   For those thinking about public office, here are some simple steps to take that do not require a second mortgage.

First off - does Social Media help a candidate win?  Let’s face it since the 2008 Presidential Campaign Social Media hasn’t been the same.   Once the realm of the lonely geek that you thought was weird in school, Social Media has hit mainstream.   A 2012 Pew Research Survey found that

“….39% of all American adults—have done at least one of eight civic or political activities with social media…”  http://pewinternet.org/Reports/2012/Political-engagement.aspx

While not 100% participation – it still is quick a jump in a very few years.  So what does this mean for those thinking about running for office?  Simply you can’t ignore some sort of Social Media in your campaign strategy.   Look at it like that Civic League or PTA meeting you could; but shouldn’t miss.   
 
Social Media such as Facebook provides an opportunity to share views, pictures of you being engaged in the community.  Not of your supporters will be using Social Media – there will be key community influencers who are.   From experience, I know that these influencers will be using Social Media to support or to attack your campaign.   So here, are some steps you should take: 

·     Collect material - videos and especially pictures of you at that PTA, School Board, City Council, picnic, and/or event.   Make sure you are with someone in the picture; standing alone doesn’t help to convince anyone that you are a leader that listens.  Once you announce your candidacy this material can be used for a variety of Media.  

 

·     Get Social – don’t wait until your campaign starts to setup a Social Media account.   This is the biggest mistake I have seen over the years.   Social Media can help a potential Candidate build a following.   Yes, you can create a page dedicated to your campaign page once you have announced, until then show the community who you are.  Be a leader - get engaged!!!!

·     Don’t be fooled by “experts” who promise hundreds of “Likes” and “Followers” that require costly cash outlays.   Find someone who can help you to understand what’s available and how it can be used to reach your “local” community.  It doesn’t help your campaign if you spend money building “followers” in Eureka, California when you are running for City Council in Caribou, Maine.  Make sure you have an easy and cost effectively means to track and measure how effective is your Social Media strategy.   Facebook is especially good at tracking and is “free” for the moment.   

·     Don’t wait to the last moment to think about how you will use Social Media.  Whether it is print, television, or radio – your Social Media should be integrated into an integrated Public Relations strategy.   

Unlike the national Candidates, most of the local Candidates I have known over the years have had little or no funding.  Where agonizing decisions will need to be made over how many yard signs or handouts to print, you can get started now on building community followers with Social Media with little if any cost.

Steve Goad

President
http://mediagoalsolutions.com/