*Below are the six best practices that I noticed from my analysis of netroots sites on both the left and right. The ten web sites analyzed were Moveon, Democracy for America, Democrats.com, Democratic Underground, Michael Moore, TownHall, Free Republic, Media Research Center, American Family Association and American Conservative Union.
Analysis of these ten web sites revealed six best practices that benefit online activist web sites, which in turn help political parties and social causes. While the most powerful movements are spontaneously built from a true grassroots movement, it is possible for existing organizations to pushmovements forward. As the Internet becomes more powerful in the American political process, online activism is likely to play an integral role in most campaigns.
(The Obama campaign should pay attention to #5 & 6, which were written before the Myspace incident.)
1. Never engage in astroturf tactics.
Not only is astroturfing unethical, it is an easy way to destroy the reputation and credibility of any movement or organization. While it is easy to plant videos on Youtube.com or create a create a fake petition, it is just as easy for bloggers or citizen journalists to check up on the movement and discover that it is funded by a political organization, corporation, lobbyist, or communications firm. Entire Web sites exist to catch astroturfing on the Web. This is likely to play a big part in the upcoming 2008 election, but it is advisable for organizations to stay away from this technique. Some guerrilla activism may be questionable, but astroturfing is clearly unethical. All organizations wishing to enact real policy changes or elect candidates should try to maintain ethical and transparent tactics. No matter how well astroturf activities are planned, there is an army of bloggers or opposing activists working to catch this type of activity. These tactics violate most codes of ethics for communications and marketing professions and should be avoided.
2. Localize messages and opportunities to create opportunities for buy-ins.
Web sites that provide ways for supporters to localize their message are far more successful at recruiting and retaining members and pushing their messages forward. While the Web is extremely helpful in engaging users, organizing, research, and messaging, online activists are still people and enjoy seeing issues that they believe in promoted at the local level. Democracy for America’s DFALink is a smart idea for sustaining long-term membership at their site. The DFA also offers further training for their supporters to push them into the next level of activism. Free Republic has also experienced success by hosting state forums for members to discuss issues pertaining to their state, build camaraderie, and host local events and meetings. If a message can be tailored to the local level, supporters are far more likely to join the organization and support it.
3. Create a sense of community.
Grassroots modeled movements typically create a strong sense of community on their Web site. The key to this is making the Web site interactive and allowing members to engage in discussion. The Democratic Underground, Democrats.com and Free Republic accomplish this naturally due to their format as an Internet forum. These three web sites have not only created a strong identity that new members can adopt, but have also created their own jargon. When individuals join these sites, they find like-minded people, build friendships and develop a strong sense of loyalty to the movement. TownHall.com has added this feature by hosting blogs on the web site, showing that it is possible to create a community feel even after the movement has started.
4. Develop online to offline opportunities
Online activism is primarily successful in organizing, recruiting, informing and persuading members to engage in activities. While some activities are geared towards the web, such as signing a petition or e-mailing an elected official, organizations that have both online and offline activities are the most successful. It is this combination of engaging members online and recruiting them to take part in “real life” activities that builds the most beneficial online activist.
5. Encourage relationships.
Lasting movements are built on strong relationships. Individuals must feel connected to something that is bigger than they are. While movements often center around key figures, successful movements not only encourage a sense of community, but also the ability to create relationships, either virtually or in real life. Supporters should be encouraged to form relationships with each other, in addition to building close ties and loyalty to the movement or organization. Messages need to be real, heartfelt, and genuine. Supporters should never feel as though they are a number or a lowly foot soldier in a vast army. A good example of this is to contrast the Dean Model and the Bush/Cheney Mobilization Plan. The Dean Model established relationships with smaller target groups. Correspondence was written by real individuals and supporters were engaged through open communications, such as a blog. Members were motivated to not only campaign for their candidate, but to also volunteer and participate in community programs. The Bush/Cheney Plan, however, used grassroots tactics but through top-down communication. Individuals were organized, but no sense of community was achieved and the movement fell apart soon after the election, whereas the Dean campaign reorganized into Democracy for America.
6. Target the influencers.
At this point, online activism only attracts six to seven percent of Americans. However, these people are overwhelmingly the influencers, early adopters, and opinion leaders. While organizations may try to target everyone who falls into their target demographic, realistically, they should only target this small population. By narrowing their focus towards recruiting these individuals, organizations can effectively implement localized programs that generate support and action for nationwide causes. However, organizations need to reach these key individuals to rally groups in the field and motivate them to join the organization and get involved.
[...] Best Practices of Online Strategies « girl from the south (tags: epolitics strategy) [...]
[...] Over at her blog, Adrienne made this comment about the need to build and sustain a grassroots organization long after the election is over: A good example of this is to contrast the Dean Model and the Bush/Cheney Mobilization Plan. The Dean Model established relationships with smaller target groups. Correspondence was written by real individuals and supporters were engaged through open communications, such as a blog. Members were motivated to not only campaign for their candidate, but to also volunteer and participate in community programs. The Bush/Cheney Plan, however, used grassroots tactics but through top-down communication. Individuals were organized, but no sense of community was achieved and the movement fell apart soon after the election, whereas the Dean campaign reorganized into Democracy for America. [...]
[...] how about something more pleasant, like some nice practical tips? First, Best Practices of Online Strategies (via Patrick Ruffini), and next let’s learn to Make Internet TV (via the Idealware [...]