It is one thing to own the narrative. It is another to KEEP the narrative going. And for that you might need a little help. Hence, Rule 6 in Andrew Breitbart’s Pragmatic Primer for Realistic Revolutionaries.
6.) Ubiquity is key: As a capitalist and as a web publisher, pageviews are a desired commodity. But when playing for political or cultural keeps, impact matters most. And, when ABCNBCCBSCNNMSNBC and the dailies are working against you and ignoring you, ubiquity is a key weapon That means developing relationships with like-minded allies or even enemies and news junkies and allowing them to share in the good fortune of a good scoop.
While the crux of a story can be weaponized and launched on one of my websites, there are often peripheral angles that can be developed elsewhere with a separate but related media life of their own. For instance, the acorn story was unbelievably complex. A key component of exposing the scandal was a detailed analysis of ACORN's structure and its past scandals. I knew legal minds were needed to weigh in on these aspects. Patrick Frey, who runs the indispensable Patterico website, created a parallel line of attack, not just against ACORN, but against its myriad defenders, who lied and misdirected to try to kill the story. The ACORN story couldn't have been the success it was without others - talk radio and alternative news outlets that were invested in the story and could deliver scoops of their own. So I planted scoops with what business school types would call my "competitors," and I watched the story explode, my pageviews would go through the roof, and my brand flourish. Sometimes the best ideas are counterintuitive.
I love living in Los Angeles and not DC, because in DC there are too many fighting over too little ground for their own fifteen minutes. The scarcity mentality is strangling the growth of the conservative movement. From outside DC, I can see that ubiquity is about growing the pie for everyone, spreading the stories, the channels of distribution, the resources around so that the entire movement can benefit, because our chunk of the public square gets bigger and bigger each time we break something huge.
While we all have different viewpoints or perspectives as to what conservatism is, one thing to remember is that we are all in the same fight. That is what the Left does, and they succeed by coming together for a common purpose. The problem is that conservatives are so divided that it gives the Left a chance to gain the edge on the narrative. Note what Andrew had said: “developing relationships with like-minded allies or even enemies and news junkies and allowing them to share in the good fortune of a good scoop.” That means spread it around. If you find something newsworthy, it does not help to keep it to yourself. Rather, post it on your social media tools and get the word out there. In next week’s editorial I will go more into how to engage in social media as Andrew has it as his Rule 7, but developing relationships with like-minded people who are also news junkies can allow them to share in the fortune of a good scoop is key.
One of my good friends who likes to share in the fortune of a good story is Patricia Baber, who used to be my co-host on this very show. She is one who hunts down stories on relatively unknown sites and put them out on Twitter, then it gets picked up by her followers and spreads to others. I even do the same thing when I do my news aggregates on my rant blog. But on that I do not take all the credit for it but rather give credit to Robert Stacy McCain of The Other McCain who has a blog entry entitled "How to Get a Million Hits on Your Blog.” In fact, Stacy has Rule 2 which he calls the “Full Metal Jacket Reach-Around" where he says:
Reciprocal linkage is the essential lubricant that makes the blogosphere purr with contentment. If somebody's throwing you traffic, you should either (a) give them a link-back update, or at a minimum (b) keep them in mind for future linkage. Because you don't want to end up on the wrong end of a kharmic unbalance in the 'sphere, where you're always taking and never giving.
The Other McCain has a whole plethora of articles and the like to link to on your own blogs and also on Social Media outlets. I know I usually do it, but the past couple weeks I had slacked off because of certain things away from the computer. However, I am making a concerted effort to go back to doing it. The key is, will you be ubiquitous or will you be a loner in this war?