The Strategy of Web Superiority and Web Dominance of an issue.

The Strategy of Web Superiority and Web Dominance of an issue.

November 4, 2008 - 12:52pm — Marty

In the past, I have highlighted the value of web dominance and in 2003 talked about the value of "web superiority" with the hope of flooding the chatter, setting the tempo and message online no matter where online influentials looked they would see your message.

Dominating web communities and online traffic with ideas should become a strategic goal of both large and small organizations. Online communications including websites, blogs, listservs and email tools are no longer tactical elements to be constituted and ignored to support traditional legal, program and fundraising strategies. Web dominance is now a viable strategy.

It seems like a more doable strategy the smaller the issue. If you work on farming issues in WI, or river protection in Georgia dominating the web discussion would be a very easy territory to take over. I am surprised anyone can pull it off on a national issue with so much attention and so many sites but check this snap shot of Obama vs. McCain.

Here is a snap shot of how that plays out ...

Online snap shot obama mccain

www.web-strategist.com.

Marty's blog
Login to post comments
First posted at Network-Centric Advocacy

Collected Thoughts

Indictment of Online Strategies: The Man in the Mirror Doesn't Trust You Either.

December 9, 2009 - 4:47am — Marty

This should be a wake up call for lots of online strategies that are not transparent, don't communicate results and just leverage online work to build a base of donating click monkeys. People are not happy with the distrust shown to them online.

This study mentioned in Philanthropy of 587 PEOPLE WHO USE NEW MEDIA ... has nothing to do with the failure of the platform but of the philosophy and world view of those who run organizations.

Online strategy and communications behind many organizations use of the online tools doesn't typically engage, empower and listen. There is a high degree of distrust of online supporters by organizers and organizations.

Somehow the open and welcome culture of organizing "if they show up at a meeting engage them and work with them" has not translated into online organizing space.

Old guard leaders don't trust their own instincts or methods used to filter "good supporters and bad supporters" in the online space and therefore they distrust all online supports and only offer them limited engagement, information or resources.

The Economic Crash and the Advocacy Movement

December 15, 2008 - 3:10am — Marty

At this stage, it is clear that we are headed for extraordinarily difficult financial times. The cash crunch for the advocacy movement will be as bad as we can imagine and far worse than we can easily manage. We need a plan for how to remain effective.

What Makes a Good Weaver?

June 11, 2008 - 3:37pm — Laurie

Network weavers are individuals with the energy and ability to connect network members. They bring people together to take advantage of network resources, and make sure communications are working smoothly. Weavers are often individuals who like working with others. They know and remember lots of people, and are excited to make new connections.