News that no-one visits the two blogs that the federal government will give $53,000 over three months to a couple of think tanks to run is hardly surprising. We foretold it all 13 years ago when we set up On Line Opinion and The National Forum, and it’s been confirmed many times since.
Online publishing and engagement is a specialist field and it requires not just specialists operators, but organisations that bring their own audience, reputation and ethos.
Governments are generally hopeless at this sort of thing, so the federal government was heading in the right direction, but with the wrong operators.
If you were going to outsource your blogs, why wouldn’t you give them to an organisation that:
- Already publishes widely in the areas you are interested in
- Has an established audience of 80,000 influential readers with a propensity to comment and engage
- Performs widely respected online research with a panel of 13,000
- Pioneered online political consultation in Australia – we hosted a series of discussions on the way forward for Labor involving Mark Latham, Carmen Lawrence and Lindsay Tanner in 2002
- Understands not just social media, but viral marketing
- Has a reputation for fierce independence and impartiality
- Is so efficient it has dispensed with even the smell from the oily rag?