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Web Strategies

Sustainable Systems works with organizations (and individuals) to assist them to develop and implement Web Strategies, guided by a set of evolving strategic principles.

I.  Strategic Principles

The Social Networking/Media space is evolving and changing so rapidly that we all are learning together and sharing our (currently relevant) information with each other.  Yesterday’s expert can often be tomorrow’s dinosaur and today’s novice can quickly become tomorrow’s innovator.

So what are Web Strategies that are working right now to produce a vibrant online community that is intrinsically engaging, growing, and contributing to an organization’s success?

By studying some of the organizations with effective social networking strategies, Sustainable Systems has formulated four basic Social Networking Principles to help guide Web Strategy formation and successful implementation.

Principle One:  Social networking is social.  On the face of it, this is pretty obvious, but many people miss it.  It is not enough to maintain an online presence.  The point is to catalyze a social community and this requires a core of people who are knowledgeable, committed, and enjoy practicing the type of social networking that is necessary to connect to ever expanding circles of participation.

Principle Two:  It’s the news that matters.  For an organization, a key to social networking is to provide the accurate, timely news and opinion that people want about some subject area of importance to them in a way that is clearly true to the organization’s principles and, at the same time, free of distortions.

Principle Three:  Build trust. (No spamming.)   People are attracted to the content that they are interested in and the goal is to become the trusted go-to location for that content.  If people feel like they are only valued as possible customers or donors and spammed with constant pitches, they will never join the community or leave it shortly after they do join.

Principle Four:  When the time comes make (careful) calls to action.  Once trust has been built, it becomes possible to make straight forward calls to action to support the activities and address the needs of an organization and its mission.

II.  Web Tools

Some of the tools that can contribute to an effective Web Strategy include:

  • A Website, describing an organization, its people, its activities, and how to engage.  It’s very important that the Website work well on mobile devices.

  • An email address that people can use to communicate directly with the organization.

  • A Blog discussing current news, information, and opinion.

III.  Doing It

The most important aspect of any Web Strategy is to pursue it actively, learn from it, and modify it to make it better.

The Internet is littered with outdated brochure websites that aren’t active and aren’t current.

However, a small team with a commitment to put in a few hours a week implementing a good Web Strategy can produce remarkably effective results for an organization.

Contact Sustainable Systems and we will work with you to design and implement a Web Strategy.