New media channels such as Facebook, YouTube, and mobile messaging are becoming an essential protein pack for successful advocacy. Gone are the days of promotion or message-spreading through snail mail and a website alone. The people and organizations that wish to become more influential over their target audience are tapping into the tools of Web 2.0 to make their voices heard.

This morning, the Direct Marketing Association Nonprofit Federation held a panel on new media channels. Among the panelists was Scott Goodstein, the external online director for the Obama presidential campaign. "It's like handing out fliers at other people's shopping malls, instead of your own," said Goodstein to explain the difference between external and internal online advocacy. Goodstein was responsible for Obama's presence on Facebook, MySpace, Twitter and pretty much everything except the official Obama campaign website.

The relationships Goodstein built with participants over new media channels were so effective that people were willing to travel across states at the behest of an electronic message. All of the panelists claimed their presence on new media boosted fundraising efforts and generated a larger community around their issue or cause of interest.

However, the digital landscape is not without its disadvantages. Using other people's platforms to spread your message means a loss of control over the content. And the fast-paced world of technology means a perpetual game of catch-up, there's always something new to be learning.

                                                                                                               -- Eliza Krigman