Legends In Our Own Minds (Part 3)

THERE’S GOOD ADVICE FROM PEOPLE OUT THERE

GETTING IT RIGHT DOESN’T HAPPEN INSTANTLY

To recap what has been said previously in Parts 1 and 2, communications before the advent of Web 2.0 was all about costly and time-consuming production models. Today, we’re helping charities, schools and other types of nonprofit organisations to use and adapt to new web technologies that make communication faster, more two-way and more extensible. To take advantage of the benefits of the new paradigm they will need to align organisational structures that exploit these new mechanisms and tactics. This in itself should be good news – after all, it’s easier to manage a discussion than it is to navigate an Airbus jumbo jet.

With this operating principle in mind, entities that operate within the social service sector of our society can start enjoying big fringe benefits such as heightened visibility and improved performance in search engines. For example, Google loves deep resources of well-structured content that function better and whereby back catalogue content is given new life by being made more accessible and presentable to users.

COMMUNICATIONS IS A PROCESS

When my company and I get involved to structure a new website or transform an existing one into a communications hub, it is less of an ‘ivory tower’ exercise. This is because, rather than second guessing it, the planning and design parameters employed responds to and builds upon user demand. In other words, the discipline of communications becomes all about the process of communicating. To support this, underlying technologies and tactics employed become lighter, easier to use and more adaptive.

But getting it right doesn’t always happen instantly. It’s not about pushing a button and leaving the room. A lot of what goes on afterwards has to do with how the organisation uses and leverages what is already an inherently powerful tool set. They need to be drivers-behind-the-wheel to get things moving to arrive at the destinations they’ve set ahead of them.

In employing their websites more intelligently with a return on investment objective, the savviest thing nonprofit organisations can do is connect audiences around their interest areas, help them find things with close enough commonalities, and provide relevant content and information along the way. Only then will they begin to ‘ resonate’ with people. That’s the tipping point which transforms a nonprofit from being a relative nobody to a significant somebody in the world of Web 2.0.

Click here to read Part 4 – Important Points To Consider

To learn more about what the author of this blog and his company do for nonprofits, please click on this link.

Legends In Our Own Minds (Part 3)

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