Follow up on "Some thoughts for future campaigns"

I wrote about on-line campaigns in Some thoughts for future campaigns. Today's Washington Post has a long article Meet the OPOs: Online Political Operatives, Such as Mindy Finn and Stephen Smith, Want New Media to Send a New Message. About half way through the article touches on one idea I attempted to write about in my post - integration:

But the Internet touches not just fundraising but also all other facets of the campaigns, including communications and field organizing, and the buzzword that OPOs throw around is "integration" -- how well the online department is integrated with the rest of the campaign and its staff.

Everyone agrees that more integration is needed. Not everyone agrees on what it means.

The article proceeds to an examination of how the different campaigns interpret and implement the idea of integration.