Choose your web site's Editor in Chief with care

If we're to judge based on their use of the web, most politicians learned the wrong lesson from the Dean campaign's use of the web. Just like it's not the reply envelope in your fundraising letter that nets a donation, it was not the donate button that made people donate to Dean on his web site.

A Dean staffer told me the issues pages got more hits than any other part of Dean's web site. I'm not surprised, but I'm guessing candidates with info-light web sites would be.

Your web site is a publication--even if you're only using it as a virtual campaign brochure. (Of course, if your site is nothing more than an electronic brochure, it's not a particularly good publication, but it's a publication just the same.)

Your site's Editor in Chief can mean the difference between a static, stale site that discusses the past as if it's in the future and a lively, informative, inspirational site that collects and packages the great things you've done, the best quips and quotes from stump speeches and supporters, and transforms inquisitive researchers into vocal supporters.

Choose wisely.

--Louella Pizzuti