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Creating Grassroots Movements for Change: A Field Manual
Chapter 2: Building Your Online Platform
The good news is that your audience is probably already online—you just need to make it easy for them to find you. Create social networking groups, design a web site, and tie everything together into a unified platform. The internet is a new movement’s best friend, when it’s used strategically—all you need is a computer and your cause.
Before you can get started, you will need:
- A computer with internet access
- A mission statement
- Facts and figures
-
An FAQ
- Videos, brochures, newsletters, and blogs
The following steps will help you create an online platform that not only accurately reflects your movement’s goals, but ensures its message will reach the greatest number of people:
Step 1. Research social networking sites. Explore a variety of social networking sites like Facebook, MySpace, Orkut, Bebo, and Hi5. Choose a few you like best—there’s no need to restrict yourself to just one. If you're already a member of several, start with the one where you have the most connections.
Tip 1: While you should choose a platform you’re comfortable with, be savvy about what kind of audiences the sites reach. For example, people in Brazil and Iran are more likely to use Orkut, while in many other countries Facebook has the most users.
Step 2. Create a group. Sign up for each site that you’ve chosen, and create a group page for your movement. Remember that looks sell—you want to convey your message cleanly and clearly. Use a simple, straightforward design that presents the most important information first, such as who you are and your basic message.
Tip 2: While you want your site to look professional, it’s a good idea to maintain an element of passion, energy, and fun.
Step 3. Build a web site. Keeping in mind the design principles you used to build your social-networking groups, create a stand-alone web site for your movement that allows you to offer more content and present your ideas in greater depth. This will also help you reach people who may not be members of the social-networking groups you’ve chosen. Many different publishing and blogging platforms, such as WordPess, Blogger, and Ning, allow you to set up a basic site for free.
Tip 3: Choose a URL that is easy to remember—just make sure another group is not already using it. A web registration service like www.Whois.net can provide this information.
Step 4. Microblog. Microblog. Create an account with a microblogging service like Twitter. You’ll be able to disseminate information and spark conversation in real time. .
Step 5. Spread out your information. Post your mission statement, facts and figures, member profiles, upcoming events, and an FAQ, but not all on the home page. Most people can’t digest a lot of facts at once, so spread your information evenly across the site. Put just the most important information and time-sensitive notices on the home page, and direct people to other, more detailed pages with links.
Step 6. Include a variety of sources. To make your site more interesting and informative, include a variety of additional content—like videos, brochures, newsletters, articles, discussion forums, and blogs. Include related links to other relevant materials on the web.
Step 7. Link your sites together. Link all your sites and networking groups to each other to create a unified online cause. That way your audience can choose how they want to keep in touch with the movement.
Step 8. Keep your sites current. Keep all your sites up-to-date and consistent with each other. Now you’re ready to start actively drawing in members.
Did you know: On a typical day, 13% of all internet users visit a social-networking site.
“We are in the midst of uncertain times, but I am hopeful about the future because young people are using social-networking sites for change in every corner of the globe. They are building civil society in places never before imaginable, standing up to violent extremism wherever it exists and for the first time, are really aware of their value as a demographic.” Jared Cohen, U.S. Department of State. Visit Jared's blog at http://blog.facebook.com/blog.php?post=39269812130
“Online platforms represent a unique and unprecedented means to reach enormous audiences across national boundaries in a very cost-effective way. Online platforms are the way in which today’s young people are communicating. Every social movement should learn to employ online tools and benefit from harnessing the power of the Internet to promote their cause.” Marc Wachtenheim, CAMBIO. Visit CAMBIO at http://www.cubacambio.org/index_english.cfm
Herman Lochner, founder of One Million People against Crime in South Africa, suggests keeping the following three principles in mind when building a web site:Visit One Million People against Crime in South Africa at http://www.facebook.com/group.php?gid=6340297802
For the Howcast video "How To Create a Grassroots Movement Using Social-Networking Sites," visit http://www.howcast.com/videos/88596-How-To-Create-a-Grassroots-Movement-Using-SocialNetworking-Sites
For the Howcast video "How To Launch a Human-Rights Blog," visit http://www.howcast.com/videos/88721-How-To-Launch-a-HumanRights-Blog
To edit this chapter, visit the Howcast wiki guide at http://www.howcast.com/guides/2451-How-To-Create-Grassroots-Movements-For-Change-2-Building-Your-Online-Platform
