Friends of the Earth International (FoEI) adalah lembaga swadaya masyarakat (LSM) international yang mengkoordinasi lebih dari 70 LSM lokal di dunia. FoEI percaya bahwa pemanasan global yang disebabkan oleh penggunaan dan eksploitasi bahan bakar fosil dapat dihentikan melalui aktivitas kampanye yang mendunia dan menyeluruh dengan menggunakan media komunikasi yang beragam. FoEI memanfaatkan banyak saluran komunikasi dalam kampanye mereka, mulai dari poster dan pamflet sampai penyebaran surat elektronik dan penyediaan informai di situs organisasi. Sayangnya, pada saat tulisan ini dibuat,FoEI belum pernah melakukan penelitian secara serius berkenaan dengan efektivitas ketergunaan situs mereka yang dianggap sebagai pusat informasi online yang dapat dirujuk oleh anggotanya, sehingga dapat berfungsi sebagai sarana aktif dalam pertukaran pengetahuan dengan menerapkan acuan Manajemen Pengetahuan. Dalam penelitian ini, penulis mengambil dua LSM anggota FoEI sebagai sampel. yaitu MIlieudefensie (Belanda) dan Wahana lingkungan Hidup Indonesia (Indonesia) Data diperoleh dari wawancara dan observasi. Rekomendasi yang penulis berikan adalah tidak bersifat teknis, namun lebih kepada “apa” yang seharusnya FoEI dapat lakukan untuk ketergunaan situs mereka. Pertama, FoEI dapat mentransformasi situs yang ada menjadi situs jejaring sosial, tentu tanpa harus mengubah ide dasar atau prinsip seperti visi dan misi organisasi dan sebagainya. Penggunaan web 2.0, misalnya, bisa juga menjadi alternatif yang layak dicoba. Kedua, komunikasi dua arah merupakan suatu keharusan sehingga dapat mendorong terjadinya pertukaran informasi yang luas dan terbuka bagi organisasi anggota foei

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OPTIMIZING FRIENDS OF THE EARTH INTERNATIONAL’S
WEBSITE USABILITY: A SOCIAL MEDIA PERSPECTIVE
Budi Santoso
Abstrak
Friends of the Earth International (FoEI) adalah lembaga swadaya
masyarakat (LSM) international yang mengkoordinasi lebih dari 70
LSM lokal di dunia. FoEI percaya bahwa pemanasan global yang
disebabkan oleh penggunaan dan eksploitasi bahan bakar fosil dapat
dihentikan melalui aktivitas kampanye yang mendunia dan menyeluruh
dengan menggunakan media komunikasi yang beragam. FoEI
memanfaatkan banyak saluran komunikasi dalam kampanye mereka,
mulai dari poster dan pamflet sampai penyebaran surat elektronik dan
penyediaan informai di situs organisasi. Sayangnya, pada saat tulisan
ini dibuat,FoEI belum pernah melakukan penelitian secara serius
berkenaan dengan efektivitas ketergunaan situs mereka yang dianggap
sebagai pusat informasi online yang dapat dirujuk oleh anggotanya,
sehingga dapat berfungsi sebagai sarana aktif dalam pertukaran
pengetahuan dengan menerapkan acuan Manajemen Pengetahuan.
Dalam penelitian ini, penulis mengambil dua LSM anggota FoEI
sebagai sampel. yaitu MIlieudefensie (Belanda) dan Wahana
lingkungan Hidup Indonesia (Indonesia) Data diperoleh dari
wawancara dan observasi. Rekomendasi yang penulis berikan adalah
tidak bersifat teknis, namun lebih kepada “apa” yang seharusnya FoEI
dapat lakukan untuk ketergunaan situs mereka. Pertama, FoEI dapat
mentransformasi situs yang ada menjadi situs jejaring sosial, tentu
tanpa harus mengubah ide dasar atau prinsip seperti visi dan misi
organisasi dan sebagainya. Penggunaan web 2.0, misalnya, bisa juga
menjadi alternatif yang layak dicoba. Kedua, komunikasi dua arah
merupakan suatu keharusan sehingga dapat mendorong terjadinya
pertukaran informasi yang luas dan terbuka bagi organisasi anggota
FoEI.
Kata Kunci: situs, komunikasi dua arah, media sosial
INTRODUCTION
At present, communication technology such as internet has become a
massive tool to spread the ideas of globalization; the world is just a single click
away. Presently, many organizations have begun to recognize the importance of

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evolving, expanding, and refreshing their web presence. International NGOs like
Greenpeace, WWF, and FoEI itself realize that their website becomes the “front
face” where people can surf much information as well as judge their works.
In the era of sophisticated and globalised communications instruments as
well as softwares and contents, FoEI is trying to adapt to the development of
technology, particularly of which directly connected to communication technology
which endorses knowledge sharing. It is a key to reach and drive federation
members to engage in global movement. FoEI understands that their website is
important in engaging with their network members which are located worldwide,
especially issues which are related to their global climate change campaigns.
FoEI also comprehends the importance of their website. But in fact, there
has not been any extensive research ever carried out to find out whether the
website was functioning properly as a main information source for its network
members. There is no formal suggestion or instruction from FoEI towards its
federation members to access the website if they need information because the
organizational policy is decentralized. Of course, on one hand, this is not an
obligation to force members to visit the website, nonetheless the website seems
to have little role in increasing networks’ knowledge about global issues on
climate change. This reason motivates writer to apply a desk research on how to
optimize the website usability.
A GLANCE TO SOCIAL MEDIA and KNOWLEDGE – MANAGEMENT
Customer-Centered Website
Customer Centred Website theory formulated by Duyne et al gives as a
sense that website should become a medium to accommodate individual’s needs
when searching information (Duyne et al, 2002). Hence, like a brand, a website
also has (many) customers who should be satisfied. The satisfaction of the
customer may be determined by the appearance and performance of the site.
The content and design of website are essential factors visitors or
customers will notice. Website reflects the organization; it means that website
will not just be utilized as a medium to convey messages. Site manager must

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think what customers think, and feel what customers feel. In other words, they
have to understand what users want and expect from the website.
This theory is compiled of five basic factors. (i) Satisfaction is about
how users think that the site has given them appropriate information.
Satisfaction is related to the other four factors. (ii) Content talks about the
messages and information given. (iii) Ease of use means how the users can go to
every link easily using provided navigation tools. (iv) Performance tells about the
access ability and speed of the browser and bandwidth. And last but certainly not
the least, the (v) brand value gives idea in relations with organization and
product image.
This theory will not give basic assumption for this paper. Author takes
this theory as a consideration for FoEI that website, as a representative tool of
an organization in the virtual world, should be managed professionally. Even
though Duyne et al propose this theory for the sake of profit companies, the
basic idea may be used by any other organizations, as long as they have their
own websites. This theory can be seen in pictorial mode as follows:
Social Network Website (Social Media)
Social network websites, or in wider terminology can be called social
media, are becoming extensively known in the world. Singh (2007) said that
generally social network is comprehended as “a set of people connected by a set
CONTENT
EASE
OF
USE
PERFORMANCE
BRAND
VALUE
SATISFACTION
CUSTOMER-
CENTERED
WEBSITE
The Customer-Centered Website Framework by Duyne et al (2003)

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of social relationship, like co-worker or information exchange”. Social network
can be applied by means of technology like internet. Well -known internet
applications such as Facebook, flixter, Friendster, MySpace, or intranet are
intended to perform this condition. In addition to knowledge sharing, social
network site assists the process to be more open, so the sum of absorbed
information will let many opinions come to the surface.
At present time, it is a common atmosphere for internet users get
involved with social media. Social media emerges an understanding where
people who are connected to internet can communicate in such a way so they
are able to build their own virtual community. This community has an
opportunity to grow further if those people have willingness to communicate in
person.
As an open medium, social media are substantially functioning as social
tools in which users or visitors are regularly monitoring and growing their social
network. Internet is not a single network, so is social media. It is a vast, globe-
spanning network of networks. This means that internet is valued-free as it is,
but the contents are not. It definitely is a new medium which offers spontaneity.
Characteristics Of Social Media
Social media is characterized with some aspects:
1. Participation. Social media generates the possibility of direct interaction
between media and audiences. Users are able to contribute as well as
respond to the contents provided.
2. Openness. Social media lets any users to participate. Each user may leave
comment and give feedback to the subjects on question. More importantly,
the sharing of information is wide open.
3. Conversation. Social media encourages two-way communication. It is
different from the traditional media (especially printed), which mostly
offers one-way communications.
4. Community. Social media lets users to build quick community and to have
effective communication. Members of social media are able to share
information based on their common interest.

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5. Connectedness. Social media provides links which direct users to the sites
that offer various sources respectively. Further, users can have broad
opportunity to access more information.
Applications for Social Media
Social media has some fundamental forms that are popular among internet
users. The trend of social media covering social networks, blogs, content
communities, podcast, narrowcasting or wiki are part of social media.
Blogosphere or the interconnection environment among many blogs has become
important issue. Below is short explanation about some application using web 2.0
with which NGOs can benefit to support their campaign activities.
1. Social Network Services. Social network services use software to build
online social networks for communities of people who share interests and
activities or who are interested in exploring the interests and activities of
others (“Social Network Services”, 2008, “definition”, Para. 1).
2. Podcasting. Podcasting was initially a term inspired by the name iPod,
Apple’s small audio-video player. Podcast refers to any kind of software and
hardware combinations that permits automatic downloading of audio files.
Thus, the power of podcast is on its flexibility in audio rather than text.
Podcasting allows education to become more portable. It means that one
can do other activities while they study by listening. Indeed, it depends on
the studying preferences of each individual. But, at least it can give a new
step forward way to access information. Sisi, FoEI web coordinator said
that the idea to use podcast was brought to surface before, but it
cconcerns about putting too much strain on the bandwidth and the
technology they use, along with their heavy workloads, has stopped them
from ever implementing it.
3. Wiki. The name Wiki was introduced by Ward Cunningham, a programmer.
Wiki refers to a web page which can be viewed and edited by anyone by
using web browser. It is kind of collaborative group-sites where information
can be added or modified. Wikis are able to incorporate sounds, movies,
and pictures. Because of its collaborative sense, wiki is based on group

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works rather than individual. A global wiki application we know is
Wikipedia.
4. Blogs. Blog is a website that contains chronologically arranged postings
which typically look like diary entries, announcements, news, or
commentary depending on the purpose of the blog. Blogging allows
interaction from readers in the form of comments. Blogs can also utilize
tags which allow readers to track their favourite blog posts (“Blogs”, 2008,
“Definition”, Para. 1).
5. Wireless communications (VoIP). In fact, VoIP or Voice over Internet
Protocol is not a brand new trend. Basically, it is a voice transmission
through internet or other switch networks such as Ethernet (“VoIP”, 2008,
“Definition”, Para 1)
Social Media and Knowledge Management
NGOs are expected to be more proactive in searching for any chances when
they use internet to find, manage, and take advantages of information or
knowledge that can be used to support their campaign activities. Basically this
situation can be related to Knowledge Management (KM). Barclay & Murray
(1997 in Creech, 2005) say that in practice, KM often covers identifying and
mapping intellectual assets in the organization, generating new knowledge for
competitive advantage in the organization, producing vast amounts of corporate
information accessible, sharing of best practices, and technology that enables all
of the above. Creech (2005), a researcher from International Institute for
Sustainable Development (IISD) writes some trends in knowledge management
viewed on the approach used by organizations.
1. Convergence. In practical orientation, convergence means that
information can be formed into several formats and is possible to be
attached together. The messages can be plain text, sounds (audio),
moving pictures (video).
2. Transition from the storage and retrieval of information to active
engagement with the knowledge user. Knowledge management is then
not only based on information storage and retrieval but tends to be

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systematic collection where relationship amongst users is built into multi
ways communications.
3. Shifting emphasis from knowledge to influence. At this point, an
organization is advised to combine internal and external information for
users/ clients.
4. New focus on social capital and social networks. Social capital is recently
considered as essential as intellectual capital. Social capital is established
by interaction which leads to improved knowledge-sharing. Organizations
are now paying attention on the tools and training for staff in order to
map their existing social networks and to understand how to develop the
“social capital” with their colleagues, clients and audiences.
5. Open source/content. Addressing the democratization of knowledge
sharing. The concept of “Open Source” is about increasing interest to
knowledge-based institutions. The idea comes to surface among
programmers to make the source code for others to work with and adapt.
This practice has evolved into “Open Content,” an ideology of
collaboration that provides broader rights for sharing and using new ideas
and practices.
6. Adoption of different modalities. The Open Source approach in developing
and applying new knowledge is only one model of collaboration. What is
becoming clear in the KM field is that organizations can apply a variety of
modes of collaboration both to improve the quality of their knowledge
and get it into use more vastly.
7. Adaptive management. Current research focuses on what is required to
be a “learning organization”—one that takes an adaptive approach to its
work, with shorter cycles of assessment and adjustment. There is a rising
trend within organizations towards more informal “lessons learned”
cycles, where knowledge gained is more swiftly and easily shared, and
work adjusted accordingly.
National Library for Health (NHS), for instance, has applied the knowledge
management for the site. This library is a kind of open source resources for
students to get information needed. Furthermore, Creech argues that the
concept of knowledge for international organizations have moved to consultative

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approaches for international development. In relations with NGO sector, for
example, convergence is more focus on researches by cooperating with
academics, and corporate research department on knowledge generation,
networks, and policy influence.
The trends in Knowledge Management can be good opportunity for FoEI
to build stronger information-based system website which can enable them to be
more effective in doing the campaigns. Besides that, knowledge management
may facilitate coordination and cooperation between NGO and donors. Saeed,
Reichling, and Wulf (2008) say that knowledge exchange and mutual awareness
of each other’s competencies and activities can improve their work or
cooperation. More importantly, the mushrooming of NGO makes tight
competition among NGOs in seeking funds increased.
This circumstance makes donors apply analytical judgments to decide
what NGOs are suitable to accept the funds.
Website Usability
Website usability refers to a website’s user-friendliness and the extent to
which users can use the information on the website to meet a specific objective.
It is an important element of user experience.
Duyne et al (2003), argue that website usability may be divided into
several features which could be used for web usability research purposes.
However, those features are not generally meant as standard tools to measure
any websites designs or contents as it is just a review of the many design
alternatives and suggestions that have been proposed for improving Web use.
Hence, in general website usability consists of website design and website
content.
Website Content And Design
Website content is the textual, visual or aural content that is encountered
as part of the user experience on websites. It may include, among other things:
text, images, sounds, videos and animations (“web content”, 2008, “Definition”,
Para. 1).
Hence, contents of the web can be defined by way of any information on
that enriches the performance through text or interactivity. It goes without

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saying that the only cristal clear reason why users come back to visit a site is if
they could discover its usefulness. Consequently, a website should provide
users and or visitors what they really want. Thus, the contents ought to fulfil the
aims of the website itself (www.mcil.co.uk). A decent content is therefore a key
to have an effective website.
Website Design
According to Duyne et al (2003), website design has been experiencing
three generations since it came to exist. The first generation was centered to
organizations’ perspective. At this stage websites merely gave information to
visitors without having intention to get any feedback from them. The idea behind
it was just “build it, and they will come”. It can be said that web design is the
selection and coordination of available components to create the lay out and
structure of a web page (“Web design”, 2007, “definition”, Para. 1).
The second stage was marked with the awareness of websites’ owner to
be “closer” to visitors. They invested much efforts and capital into expensive ads
to get people visiting the websites. At this rate, organizations realized that they
had to build interactive computer interfaces to their products and services.
Anyway, first Impressions are always vital. If the website does not look qualified
and if it does not function in an efficient and effective way as well as being
attractive, potential clients may be lost.
The design concept may vary, depends on the desired exposure and
response. For instance, the basic aspects of website design may include:
1. The content: The substance and information on the site should be relevant
to the site and should target the area of the public that the website is
concerned with.
2. The usability: the site should be user-friendly, with the interface and
navigation simple and reliable.
3. The appearance: the graphics and text should include a single style that
flows throughout, to show consistency. The style should be professional,
appealing and relevant.

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4. The visibility: the site must also be easy to find via most, if not all, major
search engines and advertisement media (“Website design”, 2008,
“Content”, Para. 2)
GENERAL CONCLUSION & RECOMMENDATIONS
The development of technology will carry on finding its unsurpassed
shape. The erratic ongoing process of any fields in the world may cause volatile
results for FoEI to manage its website as momentous channel to support their
campaigns. However, it is true that not every internet users would participate in
communicating through websites. It is because of the variety in level of users.
Novice users, for instance, strictly depend on unambiguous structure and easy
access to overviews that illustrate how information is arranged. This means that
the design and content of website, for example navigation tools, links, or words
should really give clear direction to them.
Conclusion on FoEI’s Website
In FoEI’s case, author has developed some recommendations which
would considerably helpful to improve the usability of the website. Thus, in spite
of just being an information giver medium, the website is vigorously “ask” users
to take part on it.
The correspondence result with Walhi and Milieudefensie coordinators as
sample in this report shows that FoEI website is “passive medium”, in terms of
its role as information source for the members, and vice versa. This condition is
in accordance with Four Communication Patterns by McQuail. If the message
sender (FoEI) is passive, and the receiver (Walhi and Milieudefensie
coordinators) is passive too, the situation would be “Time-filling and surveillance”
where both ignore the core or the content of the messages.
The ideal condition, according to McQuail (in Windahl et al, 1992), is that
sender and receiver are both active. Sender is active in searching for best
information that fits the interests of its receivers, and receiver is active in seeking
out the information. Briefly, the interaction among FoEI and its network members

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should be two ways so the process is not motionless and information exchange
can occur.
As a result, FoEI should understand the concept of Mass media as a tool
with strong power in disseminating information to public. Windahl and Signitzer
(2000) quoted Rogers and Storey (1987) say that mass media is important for
creating awareness and knowledge and stimulating others to participate in the
campaign process.
The discussion does not stop here. This means that internet as part of
mass media will be more useful if it has additional value for organization. The
fast development of hardware and software has made the opportunity to change
website as interactive channel widely open.
Nevertheless, implementing social media needs serious effort and high
cost. Financial and human resources factors should be calculated appropriately.
In addition to applying social media, FoEI should also understand that the
supervision on the traffic of interactivity must be established tightly. The
moderation of comments or membership must be maintained and updated any
time to avoid unwanted visitors and over-loaded messages.
Thus, author can summarize the current FoEI website as follows:
1. The site has not been built as two ways medium. Two ways
communication can probably set up through social media.
2. The content of the site does largely not cover up the interests of all
network members. Mainly, the contents on climate change (articles,
videos, photos) tell much about the conducted campaigns. The
problem is not about that, though. It is about how to make them
useful for the network members.
3. The design is not customer-oriented yet where visitors (in this case
network member) are attracted to surf for more information.
4. Generally, FoEI has not been applying some social media demand
(see social media characteristics, p. 17) which may be useful for the
organization to be active message sender to interact, communicate,
engage, and motivate network members.
5. The website as a medium to convey the message is in its passive
status. This condition is worsening by the fact that the correspondents
have no regular habit to surf the site.

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The brief analyses above are then manifested in SWOT diagram below.
The SWOT analysis given is rather broad in terms of some additional factors that
come from outside the organization (opportunity and threat).
Advanced Swot Analysis
Writer comes to Strength, Weakness, Opportunity, and Threat analysis
which are based on data collected from desk research and correspondences. And
based on this SWOT analysis, author would give a number of recommendations
that are well thought-out and useful if FoEI decides to redesign its website. The
SWOT table can be seen as follows:
Strength Weakness
 It is an International platform;
 They have a big membership and
many offices in the world (a big
group supporting);
 There is already domain name,
and website framework.
 Strong networks facilitate FoEI to
employ knowledge management /
knowledge sharing.
 Generally, the website has
already managed well. This
condition more and less may
enable FoEI to apply social
media.
 Lack of information from more
countries;
 The website building (system of the
database) is not enough humanistic
(it is not convenient for visitors);
 Design of some specific page is not
much distinguishable;
 Some description in the site is
confusing;
 Financial support can be said
unstable. This could be potential
cause for maintenance and
sustainability of the website,
especially if applying web 2.0 to
become social media.
Opportunity Threat
 Growing environmental education
helps the group to grow fast;
 Governments and some
commercial org. are partly
supporting the projects to
improve the energy involve with
 Greenpeace and WWF are more
well-known and powerful; but there
are lots of international NGO which
operate worldwide. These NGOs
have websites. Greenpeace and
 WWF’s, according to Alexa, the

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climate change;
 UN is hard-working in the
environmental issue in the world;
this means that this organization
needs more support from NGOs.
 IT communication is being more
important in the society;
 Technology is sometimes
expensive, but open source may
make it cheaper.
traffic rank of those NGOs higher
than FoEI’s.
 Energy issue and the climate change
issue are different, positioning
together will be confusing;
 Gathering more native news would
need more sources to support.
 The members are very seldom
visiting the website to find some
information about climate change.
They do not use it as key reference.
The SWOT analyses are more elaborated in the recommendations below.
Recommendations
In general, writer recommends FoEI to upgrade the website into social
media site where many interactive internet applications can be applied. The
following elaboration of the recommendations is written in “ideal” form. This
means that there are such influential factors need to be taken into account.
1. FoEI has not implemented web 2.0, which is the newest technology in
internet. Before implementing web 2.0 which is a door to apply social
media applications, FoEI should firstly being a knowledge sharing
organization. Hence, on author’s perspective FoEI should also reexamine
values to create new vision and mission regarding its website. The
website should act as centre medium for the network members.
There something should be bore in mind that web 2.0 actually
does not refer to any technical specifications, but but to changes in the
ways software developers and end-users utilize the Web (“Web 2.0”,
2008, “Definition”, Para. 1).
Knowledge sharing is defined as a process of exchanging
knowledge (skills, experience, and understanding) among researchers,
policymakers, and service providers. Tsui et al (2006) argue that
knowledge sharing can be used to increase evidence-based practice and
decision making. It also can be applied to endorse exchange and dialogue
between researchers, policymakers and service providers. More

14. - 14 -
importantly, decision making in an organization is based on information,
and relates to the flow and nature of messages.
Moreover, one important issue is that FoEI has just set up its
communication goals in 2007 which intends to working on reaching the
general public with their issues by presenting the struggles of its local
groups (network members) in an accessible manner via their website. For
that purpose, FoEI also is currently also developing its website on social
networking site by establishing real world radio (RWR), and during 2007,
Real World Radio (RWR) aimed to reach out to more people and to have
deeper coordination with communication strategies of different FoEI
organizational structures.
New technology may be implemented to make the knowledge
sharing process in the organization runs more effectively. For instance,
FoEI can use podcasting or blogging to engage the network members.
The effectiveness of information flow would increase, as well as the
informal communications with network members.
Thus, FoEI may try to find strategy to developing a social media
whether it is podcasting, wiki, or blogging. How these social media can
give additional value for the benefit of the organization. Another
important thing is to understand how the social media work, in terms of
IT support, guidelines, and policy.
Having implemented more sophisticated communication channel
like social media, does not mean that FoEI may leave traditional ones
such as landlines. It is just exactly on account that modern media and
traditional media can be used together in integrative way.
Therefore, FoEI can alter its website from just an information tool
for networks to a strategic comprehensive campaign tool when
information is really shared and then used to leverage the campaign
actions of the members.
2. FoEI should transform its website to be knowledge-driven medium. All
this times, FoEI has claimed that they support the network member’s
campaigns through fundraising, campaign coordination, workshops,

15. - 15 -
translations, electronic communications, information collection and
dissemination, database maintenance and publications.
They emphasize on the information sharing with the network
members. Vasconcelos, Seixas, and Lemos (2005) argue that in an
organization, knowledge is the collection of expertise, experience, and
information that individuals and workgroups apply when executing their
tasks. Knowledge is viewed as key assets of an organization.
At this point, FoEI should position itself as knowledge-driven
organization where information is treated as essential power for their
campaign. Besides that, to be knowledge-driven network organization,
FoEI is becoming the centre because of its role as an aligning agent.
Vasconcelos et al (2005) quoted Steels (1993) then gave more
elaboration by saying that the objectives of knowledge sharing for
organization is to promote knowledge growth, knowledge communication,
and knowledge preservation. On other words, knowledge does not stop
only at one point.
In accordance with Uses and Gratification theory, web
coordinators of Walhi and Milieudefensie as well as their climate change
coordinators hardly access or consult the website because they consider
that the website is not interesting to them. Therefore, FoEI has to
establish the learning cultures where the evaluation is not considered in
the sense of punishment reason, still should consider it as a process of
partnership within its network members to lead to inter organizational
discovery and improvement.
3. FoEI should develop the website using web 2.0 technology which
practically will enable the implementation of social media application.
Through social media, FoEI chance to set up a strong belongingness
within the network members will be wider. Again, this is because social
media opens opportunities for users to interact and communicate. Of
course, the effectiveness of it needs further research and can be done
after FoEI applies it. Nonetheless, before starting to apply social media,
FoEI should determine good strategies to have reliable plans. It is not,
indeed, a simple and easy work.

16. - 16 -
Social media may create more opportunities to widen FoEI
influence towards its members and general users who live worldwide.
Author notes that al least there two benefits can be obtained. First, FoEI
can build up more advocacy strength towards private business and
government. Social media can increase the voices of its network
members’ staffs and volunteers to be heard. Second, social media may
awake people’s awareness on information. It is because social media
promotes the availability of the information itself. Last but not least, since
social media gives a place to interact among each member, it shall attract
people to play a part. This may spread out scale for interaction and
communication between FoEI and its constituents.
4. Implementing social media should need important supports in financial
and technology. This is a challenge for FoEI. It is widely known that NGOs
operational costs depend on donors, and volunteers. The fund fluctuates.
All this time, FoEI is relying on its individual members and volunteers who
are obliged to donate some money once a year. But, maintaining
complicated computer or internet programs is not cheap.
But it is important to comprehend that by taking the website into
social media, FoEI has more chances to get new ideas and insights from
its members. Social media can be functioned as a trigger to induce
member’s participations. Social media enables users, if they are registered
as members, to give response to the website.
Besides that, social media may stimulate users to leave comments
about the contents, about the articles or videos on climate change. The
spirit of social media is openness where responses and feedbacks can be
benefited as additional information sources. FoEI webmaster can act as
moderator who supervises the member registration and message traffics.
She can fairly demolish unwanted messages (can categorized as negative
feedback which is not in accordance with FoEI interests), and allow the
positive one.
For this reason, FoEI should find another source of financial from
governments or EU commission, or profit companies which policies are

17. - 17 -
not in contradiction with FoEI’s. It certainly needs another research and
discussions.
Another possible step is that FoEI builds collaboration with existing
social media network like MySpace, Friendster etc. WWF has been
cooperating with Friendster in promoting their programs (see appendix
12). In the website, FoEI also puts some videos which are taken from
YouTube. It is a good step, indeed. YouTube can also be a possible mean
to campaign the climate change.
5. Moreover, it is essential that FoEI, in this matter should find – borrowing
term of Lindenberg and Bryant – the work style and culture which
balances the passion and commitment with professionalism as well as
identifies themes which will catch the imagination of the future
generations.
This point has some thing to do with the idealism in constructing
the website to be businesslike one. It is true that as non-profit
organization FoEI should free herself from economy reasons, in terms of
making money. But, the limitedness of funds because if high competition
with other NGOs raise simple argument, namely, getting as much trusts
from public and donors. And website, like Lipe (2004) says will bring lots
of benefit to the organization, such as generating more leads and
increasing media access to the organization. The last can be constructive
in inviting public and donors to get to know further to the organization.
Hence, it is not impossible that FoEI develops the website as
“money maker site” or e-business. Walhi, for instance, has already made
use of its site as a medium for small e-commerce, a one step before e-
business. Walhi sells goods and merchandises which are produced by
other parties (see appendix. P ). FoEI may also develop in such a way to
get more funds. But idea needs another discussion and further research.

18. - 18 -
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