What is Web 2.0?
Web 1.0 was the traditional media, broadcast, one to many model. Web 1.5, lot of feedback loops with discussion. Web 2.0 has many-to-many connections, with two-way conversations, changing the nature of organizations. What has shifted is the typical user experience -- people are now looking to people for their content.
Why is Web 2.0 is important for social change sector?
- influential: you can extend your reach to many.
- trusted: networks are more trusted through their constituents vs. organizations sending them messages.
- change in user experience: users are no longer just consumers of information but serious producers of content.
- lost opportunity: if we don't embrace it, we lose the chance to leverage millions that are in these networks.
What does an effective online organization look like, in the Web 2.0 era?
- It's citizenship centric vs. organization centric. Find people where they are.
- Organizations now support activity of their constituents, instead of controlling implementation of a pre-defined strategy.
- Quick response time. React, reflect and respond.
What barriers do we face in our organization structures? And how do we solve them?
- Basic problem: In top-down structures, getting the ideas from your constituents to the Executive Director is a major challenge.
- Campaigner creates a report; organization posts it up; supporters criticize the report; campaigner is upset -- "Why are we giving opponents a platform on our own website?"
- Do some moderating. Engage in Web 2.0.
- Have a policy on moderation.
- Trust in self moderation.
- Prepare bullet-proof messaging.
- Emphasizing some feedback over to others.
- Prepare the campaigners.
- Answer the question: why are we going 2.0? Do we really need to be?
- An organization wants their supporters to think *this* using Web 2.0. They want it to look like 2.0, user-generated, but they're just pushing their own message in 1.0 style message.
- Educate all parties involved.
- Do a test case. Create small scale sucess.
- Listen to the organizer.
- Build internal champions.
- Allow flexibility of the message.
- Lack of understanding within an organization, from the staff.
- Speak language of the non-Web 2.0 folks.
- Get members motivated, and to send messages upwards.
- Need bridge builders.
- Role of catalyst, perhaps external moderators.
- Redesigning the structure is the ultimate goal.
- Carrot vs. stick -- point out the potential costs.
- If you built it really well, they will come. Not adequate staffing of organizers to maintain the feedback loop.
- Intervene early.
- Shift in staff strategy.
- Educate leadership (strategy not tactic).
- Metaphors and translations that relate to organizational concerns.
- Framing return on investment in relation to organization strategy.
- Require an online *human* organizer.
- Set realistic expectations.
Why should an organization move to Web 2.0? Does it serve the ultimate mission of the organization?