What makes an effective
political website?
A qualitative approach
Overview
Most of the arguments for what makes a good political website are based on a quantitative
analysis

    This appr...
What is an effective
political website
An effective political website delivers useful information to all key
audiences
   ...
Website key audiences
                   PARTY MEMBERS




                Political party website
JOURNALISTS            ...
Key audience
    requirements
Party members                                     Elected Representatives

   Events calenda...
Foundations
Every effective website needs to have firm structural and
technical foundations in order to deliver the informa...
Examples
                              UNICREDIT GROUP PRESS
                              ROOM WITH A VARIETY OF
        ...
Timeliness
Timeliness is one of the most important features of an effective website

Online traffic is now driven by the ne...
Thinking beyond the
party website
                      single
                   issue cause
                     website...
An integrated online
strategy
The website should be part of an integrated online
strategy that takes into account related ...
An example scheme for
   online activity planning
                                                          Responsible
  ...
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What makes a good political website?

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A presentation that outlines a qualitative approach to determining an effective political website. A qualitative approach looks at the quality of information available on the site and how it serves the party's various audiences rather than an analysis based on traffic.

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  • Hi George,
    I found your slides very helpful for my masters thesis, which is about analyzing four major political party websites of Pakistan from the perspective of citizen Participation.
    I am going to analyze the overall structure of websites using e-participation ontology as devised on www.demonet.org
    Can you please recommend any book on participatory website analysis (qualitative one)? and other relevant material. I have found very limited literature on this subject.
    Hope to hear from you soon. Thanks
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  • Interesting, though I wonder if the creation of a website and social network combined is the way forward following Obama's campaign. Just a thought!
       Reply 
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Transcript of "What makes a good political website?"

  1. 1. What makes an effective political website? A qualitative approach
  2. 2. Overview Most of the arguments for what makes a good political website are based on a quantitative analysis This approach takes the most popular websites, analyses their activities, and advocates them, using the logic that these activities must have contributed to the success of the website This presentation will attempt to present a framework for a qualitative measure of a good political website A qualitative assessment looks at the website from the prospective of the end user, asking the question as to whether the user’s needs are provided for by the website in a most effective manner This approach looks how effective the website is as a tool, supporting an overall communication strategy. It takes into account the political and organisational context of the website and party Although hits are still important, the number of hits is secondary, a product of the quality of the website
  3. 3. What is an effective political website An effective political website delivers useful information to all key audiences In order to asses this the party’s key audiences should be defined and an assessment made of their needs The website should deliver this information efficiently, by paying attention to design, navigability and usability An effective political website is also a resource for party activists to help them to be more effective campaigners The party website should be the voice of the party, giving the casual visitor to the site a clear and immediate idea as to the values and ideals of the party
  4. 4. Website key audiences PARTY MEMBERS Political party website JOURNALISTS PUBLIC ELECTED REPRESENTATIVES
  5. 5. Key audience requirements Party members Elected Representatives Events calendar Detailed policy papers Party news Information and updates on campaigns on a local and national level Organizational tools Archive of party documents Campaigning guides and training Journalists Public Archive of press releases Clear overview of party policy and values Contact details for press office Leadership profiles High quality pictures and media Commentary and information on specific issues Archive of speeches Ways to donate to and support the party Contact information for the local party
  6. 6. Foundations Every effective website needs to have firm structural and technical foundations in order to deliver the information efficiently This means including technical details such as meta data, in order to assist with search engine optimisation Attention needs to be made to copy editing to ensure that it is suitable for the web Graphic design needs to assist the user to find information
  7. 7. Examples UNICREDIT GROUP PRESS ROOM WITH A VARIETY OF USEFUL INFORMATION FOR JOURNALISTS US DEMOCRATS, CLEAR “MISSION STATEMENT” ITALIA DEI VALORI, A USER FRIENDLY DIRECTORY OF LOCAL PARTIES
  8. 8. Timeliness Timeliness is one of the most important features of an effective website Online traffic is now driven by the news cycle This means producing relevant content, anticipating news stories by paying close attention to the political calendar A frequently updated website will contribute to the perception of the website as a useful asset by its key audiences SEARCH VOLUME VS NEWS MENTIONS FOR MAJOR UK POLITICAL PARTY IN 2008
  9. 9. Thinking beyond the party website single issue cause websites European Supporter parliament blogs member websites SOCIAL MEDIA Political online party regional news website party sources website Member Leaders of website parliament Local websites Party Websites
  10. 10. An integrated online strategy The website should be part of an integrated online strategy that takes into account related websites and social media sites Content owners from related websites should be included in the strategic planning process Online assets need to be promoted using email and offline media (i.e. leafletting) in order to encourage their use Social media and other online resources should be used to support specific communications goals of the party
  11. 11. An example scheme for online activity planning Responsible Objective Tool Activity party Goals organisation Youtube town hall Contributing to the with party economic x number of public debate on Youtube spokesman with HQ questions x number economic policy user submitted of views questions Create local x % of each ward Building links with community based connected to a local Facebook Local councilors local communities groups to facilitate party facebook communication group Make sure all party websites have clear all party websites to Promoting key party Party wide, central Websites and consistent carry a clear policy messages and goals lead branding and message messages
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