The Art of the New Media War – A.B.C.DOSE
 
Ammunition and the Battlefield: Distribution, Openness, Speed and Experimenting.
 
1.     Make Ammunition – just throw it out there, you can’t be concerned with who will use it and how, If the enemy is using your ammunition, that means your already way ahead - even if it looks like it's being used against you. 

"It's a whole new battlefield, with a set of new rules. Time and Place have new meanings. Size and Strength are redefined. Yet, if you understand the rules and interact with your allies collectively, you can control the Force." Here's some Far East meets StarWars at the GA 2010 in New Orleans.

a.     Ammunition in media = media (texts, photos, videos), all digital of course.
b.     Media should be professional = made by professionals (sorry, but there's very little way around that).
c.     Collaborate and reach out for works happening under your noses, memos in organizations, grass roots efforts, ideas -- showing you care brings out the creative side in people.
 
2.      Bring the war to your grounds –  it’s better to have people posting criticism and “hate” on your site, where you are the frame (and you can filter inappropriate or out of line commenting) than having to post on others’ sites or asking a third party admin to remove unwanted and unfiltered content.  Because chances are, he won't.

3.      Change / Collaborate - the Web is like water, it's in constant flow. You can write something now and then change minutes down the road.  It's not a newspaper where what you print something that is in ink.  On the contrary, if a Web page is not updated regularly it's looked upon as "dead".  Still, be careful with what you publish, but be much less careful than years past.   
 
4.      Dispersion is a function of amount multiplied by quality.
 
Upload everything you have (not only the best 2 pictures and make sure to have a professional photographer on the ground).
 
Use people on the ground, Bloggers, messengers that aren’t “in the system” under different names.  The messenger is VERY important depending on our focus and goals. In New Media usually posting under "formal titles" or institutes is not the way to gain people's trust any more.
 
a.     Things don't have to be on your “Site” it can be on your Facebook page.  Don't try to fight the system or reinvent the wheel.  Use the resources out there to their potentials and beyond.

 
5.          Open source content
 
Don’t be selfish.  Share. The internet is 110% about sharing ideas and not needing to be high in the spotlight yourself.  Our egos must drop in order for our messages to get through. (We know, try to explain that to your 'board' when you ask them for $50K for a NEEDED Web project).
 
6.          Speed = preparation + not being afraid.
 
This means having the ability to act before the action takes place (i.e. see how Latma.co.il, Israeli Satier Web site, etc - they are there as a platform for producing media about topics before they happen) is an ability you have to build and maintain, much like an army (or a news crew). If you have to take time to organize yourself and only then act – don’t bother you’re going to be too late.
 
SPEED is very important.  2-3 days is far too long. In the case of the Flotilla 6 hours was too long. Don’t wait. You can post things saying your still not 100% sure about them, 30 min into an event, which is much smarter then posting your offical 100% version only 10 hours afterthe event. (posting = all meida: film, photo's, livestream, text)
 
7.          Experiment!!! This is the Web!!!!
 
Despite what the ‘experts say’ we’re all still experimenting as the Internet and New Media is still just like it’s name implies – NEW.
 
Nobody *really* knows what they’re doing in New Media. Event big Venture Capital funds know that a very large number of the internet companies they invest in will go belly up – that does not stop them from trying new ideas – as the pay off for those how work is well worth it. Google kills off most of its new projects, and nobody can blame them for not knowing what their doing...
 
Don’t be afraid of the odds to do things that have only a 10% chance to big a hit, they have a 30% chance to be OK, and you have 99% chance to learn from them.

You have to invest to learn, and you have to share your knowledge with the community to win this war.

Yeshar Koach (Be Strong),

Tomer Marshall

(p.s. This is a developing post - please send ideas for us to incorporate)