Internet strategy

Like traditional communications, Internet strategy is about figuring out who you want to reach, what the right message is, and how you're going to communicate it. But the web isn't just a one-way channel - it's a participative space. Communicating on the Internet is really about engagement, about getting people involved. If you do it right, people will become advocates for your message and they'll start promoting it themselves!

Here's four good reasons for thinking carefully about your Internet Strategy:

1. Constant access - to key information and interaction with all stakeholders that can get online, with no mailing or printing costs. That's 24 hours a day, 7 days a week, 365 days of the year potentially. It doesn't matter where your stakeholders are, or what time zone they are in, they can still get acess.

2. Cost effective - nearly everyone can create and maintain a dynamic online presence for nothing, no matter where you are in the world. Email is also almost free.

3. Flexible - unlike print communications, you can update your online information in a flash from anywhere, anytime. Even from your mobile phone. We'll show you how. You can also be anonymous.

4. Dialogue & collaboration - you can engage your stakeholders in important conversations that bring you closer together and increase understanding. Including local / global media and policy makers!

Important!

Online and traditional communications should work together. So include your URL on everything! Leaflets, t-shirts, posters and other publications. If you organise a meeting, make sure banners include your web address. Even your recorded messages. Infact one simple campaign idea is just to put a campaign URL all over the place on stickers, graffiti art or chalk. The medium really can become the message!

Where to next?

Read the introduction to the Internet section to get an overview of where to go next.