Following Kevin's post on the declining newspaper industry, I'd like to draw a somewhat unusual comparison: unlike the newspaper industry, "soft power" is highly compatible with the internet and stands to benefit greatly if leveraged correctly. As Kevin stressed: "advertising dollars will continue to migrate to the internet where technology provides highly targeted advertising with measurable statistics."
That's the key. Advertising and newspaper debate aside, the internet provides users with MEASURABLE STATISTICS.
Beyond the typical business/marketing use of viral marketing and social media- the internet is a perfect way to to gauge the reception of all sorts of campaigns: health/environmental/social campaigns, development projects, community initiatives, etc... all over the world. Taking a message, including that of the US government, to the internet gives us an unprecedented look into the "success" of the message as well as the demographics of those receiving it.
Just a thought.
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