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Web Campaigns

Web Campaigns. Using the internet increase your power. Why use the web?. It’s all about resources!! Recall the types of power resources that were covered this morning. Material Resources Knowledge Resources Social Resources Using the internet can contribute all three. Material Resources.

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Web Campaigns

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  1. Web Campaigns Using the internet increase your power

  2. Why use the web? • It’s all about resources!! • Recall the types of power resources that were covered this morning. • Material Resources • Knowledge Resources • Social Resources • Using the internet can contribute all three.

  3. Material Resources Save time on recruiting, PR, mail, etc. Save money by substituting traditional mailings with e-newsletters, e-mail lists, status updates etc.

  4. Knowledge Resources • Use an organization website as a source of information for members and leaders • Community schedules • Policies and procedures • Communication center

  5. Social Resources • Access • Increase the ease and speed with which you can access others and they can access you. • Increase the accessibility of information by doing the leg work for your members. (Think quick links.) • Size (for organizations) • Increase your membership easily by reaching a bigger, more diverse audience. • Popularity • Increase name recognition, and engage in intentional image monitoring. (More later.) • Visibility • The internet alone reaches a huge audience, when combined with traditional forms of promotion in supports community visibility.

  6. Preview of Social Capital • Later this afternoon, we’ll be discussing plurality and consensus in society, but here’s a preview: • America’s traditional social capital is declining • This decline is the result of decreased civic engagement and consequential declines in group membership/participation

  7. The New Social Capital One type of group membership is not declining. Internet groups often have millions of members and are taking on some of the roles of traditional clubs and associations. Organizations can take advantage of the popularity of internet groups too increase social capital.

  8. Getting on the Web • There are an increasing number of formats for organizations to use online. • Traditional Websites • Blogs (Filter, Notebook and Diary varieties) • Networking Sites • Message Boards • Other Online Communities

  9. Traditional Websites • Traditional websites are an excellent resources for organizations of any size. • Easy to recruit new members with online forms • Dissemination of information is faster, more economical, and more efficient. • Upload minutesand agendas • Post links to relevant new articles • Provide contact information for members and leaders • Display calendars

  10. Blogs • A blog is a regularly updated website with content arranged in reverse chronological order. • Blogs can be incorporated into a traditional website, or stand alone. • Three types: • Filter blogs – post links to other news articles, websites, etc. sometimes with accompanying commentary. • Notebook blogs – posts are likely to take the form of focused essays • Diary/Journal blogs – are the most personal type and are about the day to day life of an individual

  11. Blogs • The most popular and widely read blogs are filter blogs. • Both the filter and notebook format lend themselves to use by non-profits. • Organizations could post about upcoming events, press releases, current issues, etc.

  12. Networking Sites • Networking sites are especially popular with younger generations. • Important for reaching these audiences!! • Examples of networking sites are LinkedIn, MySpace, and Facebook. • Many networking sites allow users to post events and invite other users, compile a group of “friends” and create virtual groups. • The amount of information and activity on these sites can contribute to word of mouth referrals.

  13. Message Boards • Message boards allow users to have an online discussion by posting original comments, and responding to others. • Benefits of message boards: • Often managed by others • No commitment • Way to gauge public sentiment or ask questions anonymously

  14. Things to Remember • Update all web materials frequently, and follow up on communication received. • Self presentation! The language you use online can contribute or detract from your online presence. • Integration is the degree to which your online presence is congruent with social norms of relation and association. • Projecting competence and promoting your organization are important, but should not be over done.

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