About those New Media Laws…

Patrick Ruffini, who recently took over as Head Hugh Hewitt Fluffer from Dean Barnett, rambles on about how blogs will make Bill Clinton step down as President and behave and how it’s a brave new world of internets and youtube and… oh, hell, he’s all over the place like an ADD kid in a room full of shiny new bikes. But this is interesting:

It’s also harder to smear bloggers in the same way you can attack TV and radio personalities. The First Law of New Media goes like this: “Never get into an argument with a blogger. You won’t win.” Think Progress regularly attacks O’Reilly, Rush, and other elements of the VRWC, but it’s laughable when they try and go after the “rightwing” Power Line guys.

Well, no. This is laughable:

It must be very strange to be President Bush. A man of extraordinary vision and brilliance approaching to genius, he can’t get anyone to notice. He is like a great painter or musician who is ahead of his time, and who unveils one masterpiece after another to a reception that, when not bored, is hostile.

But you don’t need me to tell you that.

I’m far more intrigued by this New Media First Law thingy. I always thought the First Law was:

Let the Old Media do all the work, then nitpick it until Glenn Reynolds links to you. Claim victory. Masturbate.

Of course, there is a Second Law, so let me illustrate using… Patrick Ruffini:

Patrick Ruffini is an online strategist dedicated to helping Republicans and conservatives achieve dominance in a networked era. He has seen American politics from every vantagepoint — as a campaign staffer, activist, and analyst. This site is his on-again, off-again effort to chronicle the glories and absurdities of American politics; eleven years after coding his first website, it’s a habit he can’t quite break.

Shaping Online Strategy

Ruffini currently advises Republican candidates and organizations on mastering new media, with a disciplined focus on Web site, e-mail, and blog strategies shaped by years of experience in the field. His strategic consulting firm is set to publicly launch in the summer of 2007.


From 2005 to 2007, Ruffini served as eCampaign Director at the Republican National Committee, overseeing the Party’s online strategy for the 2006 election cycle.

So. Ruffini is a strategist knowledgeable in the mysterious ways in which an online presence and blogs can change the very course of history… unless you were a Republican in 2006 in which case you were pretty well fucked from the start. And Patrick knows outreach, because he built a personal online community that draws about as many people in an entire day as the Daily Kos does in the about the same amount of time that it takes Kos to take a leak. Which leads us to the the Second Law of New Media:

“You’re not nearly as good or as influential as you lead your clients to believe you are.”

Or you may know it in it’s original form.

“Those who can, do. Those who can’t, consult.”

I think you can get that one on a coffee mug…

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Yeah. Like I would tell you....