As usually happens on these types of panels, there are some who like to take the discussion toward a debate of whether or not online engagement can fully replace traditional engagement tools (TV, radio, direct mail, “on the ground” grassroots, etc.)

While I think there are some cases in which online engagement can replace some of the traditional tools (especially in small or under-funded campaigns), the fact is that the media “pie” hasn’t gotten smaller — it’s just being divided up into smaller pieces.

There are more people watching video and getting their news online, and less people getting it off the television. Television viewership itself has become more fragmented, as broadcast news has taken a dip while cable news has risen. Radio is struggling in several markets, and I’ve heard some consultants tell me it’s harder to reach voters cost-effectively through direct mail.

Let me be clear: I think broadcast media and direct mail are effective.

But … putting all your eggs in one media basket in this age of increasing media fragmentation is a mistake.

Can campaigns win solely focusing on broadcast media and/or direct mail? Yes (for now.)

They are, however, missing a huge opportunity to truly engage voters online. Perhaps by engaging them online (more cost-effectively) they can actually spend less money on the traditional tools, with greater results.

The video excerpt below is from my presentation last month to the Hilton Head Island-Bluffton Chamber of Commerce Business Expo, in which I discuss getting started on Facebook. Please also click here to get a free copy of our new e-booklet: The Press Release is Dead: Using New Communications Tools to Build your Business, Non-Profit or Campaign.

This is Part III in a series of answers I provided to the Hilton Head-Bluffton Chamber of Commerce in advance of my keynote address at their February Hilton Head-Bluffton Chamber of Commerce Business Expo.  You can view Part One here and Part Two here. Following is my answer to the question, “How techno-savvy does one have to be to start a “social media” program?

The greatest thing about modern media tools is that you don’t have to be tech-savvy at all. Today’s tools are turnkey. To use Facebook or Twitter, all you need to know how to do is write concisely, and fill in a blank.

There is plenty of blogging software out there that allows you to choose from ready-made templates so you can start blogging in a matter of minutes. Modern email distribution software allows you to upload your contacts and start sending well-designed emails to your customers in no time.

I would argue that today’s customers’ thirst for compelling, regular content makes basic writing and communication skills more important than “tech” skills.

One thing we stress with our clients is that it’s not about the “tech” it’s about the content. The tech is the megaphone — but the message is all about you. And if you can’t deliver a message, the best megaphone in the world isn’t going to help.

Today I delivered a presentation and participated in a panel, entitled, “Social Media: New Tools for Government Affairs” at the U.S. Chamber Regional Government Affairs Conference in San Francisco. Above you can view some quick thoughts I recorded after the session. I also hope to have some video later today of my fellow panelists.