Web 2.0 Blog – Discovering Innovation Opportunities using Social Media

Posts Tagged ‘Non Profit

Google announced some expanded free services for non profits recently. They are not neccessarily the most user friendly services out there though. I have noticed with the google interfaces in general. I guess they want to encourage API development to improve on these issues.

So if you are non profit (or for profit and want to take advantage of low cost google services ..AND SOME ARE FREE for FOR PROFITS as well) here is a list of services which we created more detailed instructions for. (also found at http://www.market4good.com/resources.aspx):

Host your domain with Google
You need this to setup email and a webpage under your domain.

Gmail for an organization
You can use your own domain and still use the gmail system as your mail server.

Setup Individual Email Accounts
Manage many email accounts under your domain name.

Google start page
You can make it easy to find your shared calendar and put custom content or news.

Google Calendar
Share the events you want everyone in your organization to know about.

Web Pages.
You can setup a web page for your organization with google.

Admin Dashboard
Lets you administer the other google services you have set up.

Google Docs and Spreadsheets
Collaborate with shared spreadsheets and documents which multiple people can maintain shared documents.

So what is a public service announcement (PSA)?

A nonprofit message distributed voluntarily by commercial entities outlets through media outlets in order to expose the audience to a message.

Goal: Send information to the audience so they are informed by passive viewing.


Problems:

  1. The audience is leaving the broadcast media.
  2. The free time and space in commercial media is shrinking.
  3. The audience is paying less attention to passive commercials and they are by nature fleeting.

A solution would need to:

  1. Find an outlet where the audience is migrating to.
  2. Remove commercial considerations from distribution.
  3. Create an active message which engages audience members for a long period.

Solution to fit these needs:

1. Online Social Networks (OSNs) as distribution channel for interactive PSAs.
The audience across all demographics is moving to OSNs faster than to any other online media. The news here is what friends, associates and colleagues are doing, reading, thinking and writing. Some OSNs have a large percentage of members who spend more time on the OSN than on watching TV.


2. OSNs put distribution decisions in the hands of audience members.

Individual audience members are the sources for the most valued and trusted content on online social networks. They make decisions based for the most part on personal considerations when it comes to public interest messages. The messages most interesting to the audience at a personal level will get the most distribution.


3. Online widgets can contain interactive messages and create long term engagement with the audience.

Online widgets can be placed on the online social networks at no charge and can be very interactive. They also can stay so long as the audience finds them interesting. They can be updated and even take on a life of their own through new media content which the audience itself contributes.

Interactive and long term engagement create much stronger connections between the audience and the PSA.


4. Added Benefit: OSNs have the potential to spread behavioral change

Recent scientific studies have begun to quantify the power of social networks to spread behavior (See the July 2007 New England Journal of Medicine study on obesity spreading through social networks). Online social networks are after “social networks.” So if behavioral changes can spread through social networks, at least online behavioral changes can spread OSNs. And changes in online behavioral will presumably have an impact on offline behavior.

Social networks can act not only as a distributor channel for a message but also as channels to spread behavioral change, which is something traditional media distribution channels only attempt when their commercial interest is involved.



So what is the new definition of this interactive PSA or (iPSA)?

An interactive message distributed virally by individuals through online communities in order for the message to become part of the conversation between audience members and create long term engagement between the message and message provider.

Goal: Change the behavior of the community by changing the conversations within the community.