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Volunteerism in the Digital Age:Maximizing Technology for Volunteer Engagement
Presentation for Denver Directors of Volunteers in Agencies (DOVIA)May 27, 2009
“
Web 2.0 is a term describing the trend in the use of World Wide Web technology and web design thataims to enhance creativity, information sharing, and, most notably, collaboration among users. Theseconcepts have led to the development and evolution of web-based communities and hosted services,such as
social-networking sites
,
wikis
,
blogs
, and
folksonomies
.
” –
Wikipedia, “Web 2.0”
•
Content Distribution
•
Organizational identity
•
Binary Relationships
•
Examples
•
Websites
•
E-newsletters
Web 1.0
•
Content Collaboration
•
Individual Identity
•
Communal Relationships
•
Examples
•
Blogs
•
Facebook
•
Wikipedia
•
YouTube
Web 2.0
Values of the Social Web
Creation
•
The host creates theinfrastructure and relieson passionate users tocreate the content andpower a vibrantcommunity (Flicker is anexcellent example ofthis)
Communication
•
The vibrancy of thecommunity is due, inlarge part, to the variousways in which users cancommunicate with eachother (Facebook, forexample, has at least 4ways for users to contacteach other)
Collaboaration
•
Users work together tocreate Web 2.0 content,building on each others'contributions(Wikipedia, andcomments on YouTubevideos are greatexamples of this)
Opportunities for Volunteer Engagement in Web 2.0 and Social Networking:
It is where our volunteers live.
o
More and more people are spending time in Web 2.0. We have the opportunity to meet ourvolunteers where they are spending their time.
It is an excellent opportunity to cultivate relationships with your current and potential volunteers aroundtheir skills and interests.
o
The rise of social networking technology represents an opportunity to create meaningfulrelationships with multiple people, across time and space. Our volunteers visit these spaces toshare their skills and passions with the world, and we can meet them there to build deeperrelationships with them. This technology is a great tool for helping potential supporters to get toknow you, and for getting to know them. As our organizations meet new young leaders in the
“real world”,
we can deepen those relationships online.
When your new contacts in Social Networks take any action, they broadcast your message to theirfriends, exponentially increasing your reach
o
Social Networks thrive on the instantaneous broadcasting of the actions of members of thecommunity. When our new supporters RSVP for an event, blog about programs, or post picturesfrom recent trips, their friends are instantly updated and encouraged to join in.
Social Networks represent a way to significantly shorten feedback loops.
o
The social web is characterized by nearly instantaneous communication between networkmembers. Consequently, our new contacts will be able respond quickly to the issues about whichthey are passionate and you can then quickly get them information about ways to get involved.
More on Social Networking Sites:
Social Networking Sites u
se “software to build online social networks for communities of people who
share interests and activities or who are interested in exploring the interests and activi
ties of others.”
(Wikipedia)
o
Some social networking sites that may be beneficial to your organization:
•
General social networking
•“Facebook is a social utility that connects you with the people around you.”
Facebook
•
Professional networking
•“LinkedIn brings together your professional network”
LinkedIn
•
Video
•
"Broadcast yoursef"
YouTube
•
Pictures
•
"Share your photos. Watch the world"
Flickr
•
Citizen media
•
"Express yourself" (wordpress)
Blogs
•
Micro blogging
•
"What are you doing?"
Twitter
Social networking best practices:
Remember the
“Crowded Bar” theory of doing business on
Facebook
.
o
In an environment where authenticity is everything, becoming a full participant in the communitylends credibility to you and your message.
o
Members of social networks do not
join to be “sold” or recruited” and they weary of people who
appear interested in them solely as business contacts. Rather, they respect people whoauthentically participate in the community, but like them, are passionate about certain issues ororganizations.
o
Wading slowly into social networking is a great way to learn how to be authentic. Listening isanother.
In Web 2.0, one balances an individual and organizational identity.As with many social networks, Facebook members join as individuals. Organizations can onlyparticipate in specific ways. But, because participants bring their entire identity to Web 2.0, theycan represent both themselves and their organization. Striking this balance is difficult andnecessary in order to be viewed as authentic.
Be Realistic
o
Social media sites like Facebook are great, and robust social utilities, but it has certain limitations,and creating realistic expectations increases your ability to be successful in this new environment.
o
Many members of social media sites are excited to take action on line, but it is difficult (thoughcertainly not impossible) to transition them into real world volunteers. Setting realistic goals aboutwhat you envision
your new “friends” doing
when they take action is important to increasing yourrate of success.
o
Set specific goals for you campaign, so that you can measure your success.
o
Start will small projects and engage social media savvy volunteers to help you build yourpresence.
Be prepared to release some control
o
In communities where users create the content, organizations sometime find it hard to relinquishsome of the control of their message. We find, however, that when users have the chance torephrase your message in their words, they say it with much more passion, and they are engagedon a deeper level. Just think of the difference between forwarding a message and writing yourown.
Don’t abandon W
eb 1.0!
o
Web 2.0 is not intended to be a replacement for your Web 1.0 activities. In fact, they complementeach other well. Each serves a different, but vital function for nonprofits.
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