Entries for month: June 2009
As successful online communication strategy needs to be based on good data related to your target audience. Pew Internet, a non-profit organization studying internet behavior, has been an invaluable resource since 1999.
"The share of adult internet users who have a profile on an online social network site has more than quadrupled in the past four years -- from 8% in 2005, to 35% at the end of 2008." After the news that 60% of Twitter users abandon their accounts, this number is certainly to be taken with a grain of salt. The most common internet activities remain e-mail, searching and finding information on various topics and the news. So, a successful online strategy starts with great website content, and an e-mail notification system.
A snippet of the most popular activities among the different generations is shown in this graphic (click on it to see a larger version):
Quoting the Report summary:
"Compared with teens and Generation Y, older generations use the internet less for socializing and entertainment and more as a tool for information searches, emailing, and buying products. In particular, older internet users are significantly more likely than younger generations to look online for health information. Health questions drive internet users age 73 and older to the internet just as frequently as they drive Generation Y users, outpacing teens by a significant margin. Researching health information is the third most popular online activity with the most senior age group, after email and online search. "
The full stats are available in this report: Pew Interent: Generations- Online in 2009
Ever since I was asked to volunteer to tap into my personal network of friends, family and acquaintances, I have obsessed over the topic. The tools provided by that particular organization were poorly designed, and wouldn't integrate with other online activities, online tools or social media.
And, then I suddenly understood the power of one in the age of social media. There are multiple online advocacy tools for the personal support of causes. You can create personal fund raising pages, write petitions, or write politicians. However, the choices available to nonprofit organizations are still very, very limited.
The site, SocialActions.org, has brought 50 online advocacy sites together in one site, and you can find plenty of individuals that are on a mission for their cause, their classroom or their nonprofit. SocialActions.org, however, also pushes the integration outward, with their three month old public API, that lets developers and users tap into a wealth of information on the Social Actions site.
Yesterday, the submission deadline for 'Challenge for Change' passed, and, on Monday, the official voting begins for the best ideas to use the public API. The applications are available at netsquared: Change the Web
"Social Actions currently aggregates opportunities to make a difference from over 50 online platforms, such as VolunteerMatch, Kiva.org, DonorsChoose.org, Idealist.org, and Change.org. We're looking for applications that will share these opportunities to take action on the websites, blogs, and social networks that people visit every day."
