MOMENTUM OF THE BANDWAGON
THE POWER OF THE Nth
In this 5-part series, I’ve brought together what I believe are some of the best practices that organisations employ when designing their websites for social media. These practices have been gleaned from my own experiences and from website design experts like Jakob Nielsen and Vincent Flanders well as other experts in the field world wide.
The practices outlined in this series can help leaders and communications staff of non-profit organisations better understands and appreciate that form and function are inseparable. These are the two most important considerations when it comes to designing a social media enabled website. Charity and other social sector brands are typically built on awareness, one that effectively creates a desire to be a part of a larger group, generates interest and emotional decisions that lead to action.
Before Web 2.0 came on the stage, the Internet worked mostly with one-way dialogue activities. But today, the transformation from one-to-one to many-to-many is occurring in the world of social media.
Nothing on the Internet fits the concept of branding quite like Web 2.0. Branding is a social phenomenon. Web 2.0 is social media. The desire to fit in is a huge part of branding. Web 2.0 is the sheer momentum of the bandwagon. It is group-think. It is what moves people to act in a massive way. It is the power of the Nth.
These pages by no means intended to span every facet of website design for non-profits but they do give you some very important matters to consider. Think of this as a jumping-off place for learning more, which you can do through my hyperlinks or your own online searches.
NUMBER ONE: UNDERSTAND WHAT OTHERS DO FOR THEIR BRAND
While viral marketing is all the rage, the means through which a message goes viral is social media. Social media is Internet word-of-mouth. Studying others on the Web who are way ahead in this practice is well-worth your time analysing what they do effectively. It pays to study what your competition is doing in the field.
Identify four of your most important competitors, and create a comparison grid to record the results of your evaluation. Keep notes especially about things these other websites do better than yours.
The kinds of things you’re looking to compare are:
Design, Usability and Brand. Is it clean-looking, uncluttered and attractive? Is it easy to use and up-to-date? Does it convey unique, consistent, appropriate branding? Does the website embody many of the best practices cited on the following pages of this series?
Interactivity and Social Media. List the number of ways visitors are allowed to interact with the site, and with each other. Does it offer user-friendly applications? Are there links to social and Web 2.0 media?
Storytelling. How good is the organisation at telling its story in terms of human impact (not their data or processes)? Does it feature the voices and stories of its beneficiaries? Are there other testimonials?
Information Resources. Are information resources simple to find, well-categorised, and easy to understand? Does the website offer to share knowledge?
Click here to read Part 2 – NOT ALWAYS ABOUT YOU
Author’s Note: Most of the information found in this series was sourced from a free eBook ‘Best Practices – Non-profit Website Design’ written by Gayle C. Thorsen, a nonprofit communications consultant for impactmax.wordpress.com. If you wish to download this excellent piece of work by Gayle, please also visit: http://impactmax.wordpress.com/2009/02/22/best-practices-web-site-design-for-nonprofits/
To learn more about what the author of this blog and his company do for nonprofits, please click on this link.
RELATED LINKS USED IN THIS SERIES:
http://karlquirino.wordpress.com/2009/05/11/momentum-of-the-bandwagon/
http://karlquirino.wordpress.com/2009/05/11/not-always-about-you/
http://karlquirino.wordpress.com/2009/05/11/keep-it-simple-and-sweet/
http://karlquirino.wordpress.com/2009/05/11/the-web-is-a-different-animal/
http://karlquirino.wordpress.com/2009/05/11/importance-of-your-press-room/
The list of nonprofit organisations that Karl Quirino & Associates and his company in New Zealand provide service to include: Animal rescue and welfare organisations, Blood Banks, Children’s Clubs, Clothing Distribution Centres, Community Learning Centres, Community Volunteer Fire Departments, Community Volunteer Search/Rescue Groups, Community Volunteer EMS Departments, Community Counseling Centres, Community Support Groups, Cultural Organisations, Crisis Support Organisations, Disaster Relief Organisations, Educational and Literacy Organisations, Food Banks, Food Distribution Organisations, Legal Services for Charities, Health and Medical Support Groups, Homeowners’ Associations and Groups, Humane/Animal Groups, Maori Organisations, Non-Profit Schools, Organ Donation Organisations, Pacific Islands and Other Ethnic Organisations, Parent/Teacher Associations or Organisations, School Extracurricular Groups and Fundraisers, Scouting Organisations and Groups, Shelters For Homeless and the Disadvantaged, Social Service Charity Organisations, Teachers’ Organisations, Treatment Centres or Support, Victims’ Support Groups, Volunteer Fire and EMS Services and Youth Sports Organisations.
