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The White House and WebMD

BY Nancy Scola | Tuesday, July 6 2010

As new-media friendly as the Obama White House has been, they haven't always been all that eager to mix it up in the political blogosphere, navigating that world for advantage and community-building. They've tried that route, in fits and starts, to be sure. But we've seen over the first year and a half of the Obama presidency a sort of complementary strategic approach to engaging with the online world by avoiding the more political, or at least more partisan parts of it: figuring out what are the solid brands who are recognized as online conveners of public opinion, and piggybacking on that brand to get access to their audiences.

We saw it, for example, with how HHS Secretary Kathleen Sebelius took online questions on the impact of health care reform on families in December in partnership with the women-focused BlogHer blogging community. In May, bloggers from the popular Consumerist blog, affiliated with Consumers Union, got an invite to the White House to discuss credit card reform with White House economist Austen Goolsbee. The hope, on the White House's part, is that by going straight-after issue-focused online communities, they can (a) avoid some of the high-drama of the political blogosphere and (b) take advantage of the work those communities have done to pull together an audience with similar interests.

All of that is several words spilled to point to the news that the Obama White House is trying the tactic once again, this time as part of its effort to make the new HealthCare.gov a better website. (I profiled the at-launch version of the federal health care hub here, and all involved admit that the site's success depends on its improvement.) Who better to convene a discuss about how you present medical information well online than the folks over at WebMD, one of the most major of brands in the online health space? Tomorrow at noon, Sebelius will take part in a Google Moderator-powered episode of the Obama White House's Open for Questions, with WebMD's Kristy Hammam playing the role of MC and lead questioner. Hammam knows the field, as WebMD's point person for determining which content goes up on their popular sites.

News Briefs

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New Rice University Paper Chronicles Impact of the Internet On U.S. Foreign Policy

We all know that the Internet has transformed the way that the United States conducts diplomacy, and the way that it views national security, but where should we look to find evidence of this? This is the wide-ranging subject matter of a new paper published on Tuesday by Rice University's Baker Institute for Public Policy. The paper provides a round-up of some of the major turns of events between 2005 and 2011 in the realms of Internet governance, the development of online public diplomacy at the State Department, the evolution of the Internet-fueled Arab Spring, and the establishment of the shadowy U.S. Cyber Command in Fort Meade, Maryland, among other things. GO

Messin' with Lamar Smith, Revisited

Remember that grassroots fundraising campaign to put a "Don't Mess with the Internet" billboard in the home district of Rep. Lamar Smith, Republican of Texas and sponsor of the controversial Stop Online Piracy Act? All of the money required came in, and Fight for the Future, the advocacy group opposing more stringent copyright protections online, writes that the billboard went up. GO

Republican National Convention Organizers Sever Ties With Becki Donatelli's Campaign Solutions

After eight years producing online content for the Republican National Convention, GOP web consultant Becki Donatelli's Campaign Solutions is off of the project. "Campaign Solutions was retained to help develop our convention website and digital strategy, but they are no longer involved in convention planning," James Davis, the convention's communications director, told techPresident Tuesday. It's unclear what precipitated the of the relationship between the convention organizers and Campaign Solutions, which has been producing the online component of the event since 2004. But Donatelli's name surfaced in a controversial anti-Obama ad pitch sent to a Super PAC backed by TD Ameritrade founder Joe Ricketts, which appeared in its entirety in the Times last week. Ricketts has since disavowed the proposal and Donatelli has denied any involvement. GO

PD+ This Thurs 1pm: Thriving Online With Howard Rheingold

I'm really looking forward to talking with author Howard Rheingold this Thursday on the next PD+ teleconference. His new book, Net Smart, is a concise and thoughtful guide to understanding and making the most of the hyper-networked, always-on, firehose of information and distraction that is the contemporary experience of anyone who uses ... GO

City of Joplin, Mo. Launches New Online Center Ahead of Tornado's Anniversary

The city of Joplin, Missouri launched its new web site over the week-end ahead of the May 22 anniversary of the massive tornado that devastated the city and killed 161 people. The new site enables Joplin citizens to sign up for emergency alerts via text message, e-mail and RSS. In addition to those alerts, individuals can also sign up for ... GO

In Virginia, City Council Debates to Include Questions Posed Online

The Alexandria Democratic Party in Alexandria, Virginia has partnered with online civic engagement platform ACTion Alexandria to include questions solicited in an online forum in the final Democratic primary debate for a City Council election there on June 4, ahead of the June 12 election, according to a statement released by the group. ACTion Alexandria hopes to work with both parties during the general election.

Participants in the project can add questions to the forum, or vote on questions that have already been posed, although each user is only given three votes to distribute. Users are also encouraged to use their real names. Questions submitted so far hit on topics ranging from broadband access to a ban on food trucks in the city.

GO

Motion Picture Association Names Marc Miller As Its New Online Copyright Cop

The Motion Picture Association of America on Monday named Marc Miller its vice president of online content protection. Miller comes to the MPAA from Nintendo of America, where he was the company's anti-piracy counsel for the Americas and the Asia-Pacific region. GO

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Google to Charlie Rangel: You Are Dead to Me.

Rep. Charlie Rangel (D-NY) might be facing particularly challenging reelection odds this year, at least acording to Google: based on its new Knowledge Graph interface, the search engine says that the very-much-alive Congressman died on November 20, 2004, as Colin Campbell first reported for Politicker via Azi Paybarah and Anthony Adragna. GO

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