To summarize(rules to evolve by) The web is a total game-changer, not a piece to be added to an organigram. This is a cultural – not tech – issue, so approach it ac a necessary cultural shift, not just org review. Online success comes from building a community, fostering it, and being part of it. To learn the advantages of tools like Facebook, Twitter, or YouTube, you have to use them until you love them. Embrace – don’t fear – web values such as storytelling, listening, and user participation/content. Be willing to brainstorm, test, fail, evaluate, do-over, LEAD.
Credits Inspiration source: Tim Walker of Biro Creative Photo source: Flickr Creative Commons Additional source: Tara Hunt, The Whuffie Factor Recommended resources Nonprofits still need to adapt online communications best practices – http://bit.ly/InSPx Sources for social media audience usage research – http://bit.ly/YGsBB