The Internet has grown from a one way communication channel to a web of interrelated areas and types of communications that have proven to be effective in
- Building awareness
- Creating a buzz
- Fundraising
- Finding partners and stakeholders
- Advocacy for causes and social issues
- Training and skill building
- Networking and meeting people with similar interests and goals
In order to use the Internet effectively there are a few important components: clarify your objectives; identify your target audiences; plan the strategies to select, create and develop your content for the different Internet based media.
Your Objectives
What are your objectives? Are you creating awareness of an issue, or solutions to a problem? Are you trying to change attitudes and actions? Do you want people to DO something? Are you enlisting people in a cause – and showing that you have large numbers of people supporting a particular agenda? Are you raising funds to support activities?
Your Target Audiences
You may have multiple target audiences with different profiles of age, cultural background, education level and interests. Within the past few years the Internet social networking boom has reached out to not only the younger generation – but to all ages.
Some Examples
Facebook – Growing a Network
For example “Support a cause” to supply mosquito nets to prevent malaria by UNICEF, Canada. Facebook. People are invited to join the cause – and to invite 100 of their friends. This type of invitation only takes a few seconds, it is personal, and it spreads virally via friend networks. It is used for fundraising, awareness raising, discussions, challenges and encourages participation.
As described in the “About Causes” on Facebook – The “Facebook Platform presents an unprecedented opportunity to engage our generation, most of whom are on FaceBook, in seizing the future and making a difference in the world around us. Our generation cares deeply, but the current system has alienated us. Causes provides the tools so that any Facebook user can leverage their network of real friends to effect positive change… We’re trying to level the playing field by empowering individuals to change the world. Existing nonprofits must raise hundreds of millions of dollars and leverage massive direct marketing campaigns to attract members. We’re democratizing activism by empowering activists with an arsenal of tools for users of Facebook who want to leverage their network on Facebook to effect positive change.”
To give you an idea of the REACH of Facebook and to see WHY you need to be on Facebook here are just a few of the current statistics.
- More than 200 million active users
- More than 100 million users log on to Facebook at least once each day
- More than two-thirds of Facebook users are outside of college
- The fastest growing demographic is those 35 years old and older
- More than 3.5 billion minutes are spent on Facebook each day (worldwide)
- More than 20 million users update their statuses at least once each day
- More than 4 million users become fans of Pages each day
- More than 40 translations available on the site, with more than 50 in development
- About 70% of Facebook users are outside the United States
Through friends, groups and fans you can promote your organization, an event, build participation and a following of people who have specifically chosen to be on your list and want to participate and be informed. This provides a 2 way and multi directional information flow among the groups and fans. Facebook is not just for the younger generation. As you can see from the statistics, the fastest growing demographic is the over 35 age group.
YouTube – Reaching out with video
A second example of an online environment that is providing a platform for your media outreach is YouTube. YouTube is viewed by millions. Your organization video can now reach a much broader audience than just having it on DVD. YouTube videos can be embedded into your website, viewed directly on the web, or via mobile phone. These methods have in a short time transformed the access to video and multimedia. According to Comscore.com, “YouTube topped 100 million visitors for the month of January 2009. U.S. Internet users viewed 14.8 billion online videos during that month” . Your videos can now reach a global audience that continues to grow. As with all media methods – in addition to uploading your video, proper tags, description and informing your audience are all important parts of building the visits and views. Encourage comments and encourage people to send on the links to their friends and groups. Consider setting up a channel on YouTube to manage multiple videos, subscribers and specific play lists according to topic.
The Web
The web has truly become a network of different websites and methods that build on one another to generate interest, build traffic (number of visitors), build interactions and participation and create networks of people all around the globe. Your website, blog, Facebook page, YouTube channel, email newsletter, online articles, and your participation in online social networks should be looked upon as a valuable and integral part of your media campaign.
