and gave my opinion to a key decision maker (my MP) on an aspect of genetic policy (whether or not to allow the creation of "saviour siblings").
Not bad for 20 minutes.
OK, so maybe I'm over stating it, but thanks to the Internet I am now actively involved in promoting the Green cause and in a political dialogue with my MP. Both things that I have been meaning to do (we all know that we should do less taking and take more action) and that I now do. It wasn't a big decision, I have drifted into it in small steps.
It goes like this. You read an article. You follow a link to a website. You register for a newsletter. You read it a few times. You follow a call to action. And you're off.
This is the power of the web. It facilitates opinion leaders in focusing and amplifying the voice of those individuals who agree with them. And makes their combined voice much harder for the decision makers to ignore.
The examples for me today were political. But this effect can work just as well in the marketing environment. The voice of those who want to comment is louder, but in support and in criticism. This means that more than ever you need to garner your supporters and manage your critics, which does not mean quelling the criticism, it means addressing their issues and removing their cause for concern.
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