Conference Roundup: Web 2.0 — A Buzzword Demystified

“We’ve gone from inactive participants just reading content to blogs, YouTube, Flickr,” Mosawi said. “It’s changed, and you should embrace it.”

Nonprofit organizations that are trying to get more comfortable with Web 2.0 should follow these basic tactics:

1. Ignore the tools; start with a desired outcome. “What are you trying to achieve? Create a brand? Get out a message?,” Mosawi said.
2. Keep a simple message that people can embrace.
3. Post the edgiest, most viral content and let others do the same. Mosawi said this type of content will get the most reaction and feedback.
4. Be ready to lose control.
5. Don’t try to boil the ocean. “Focus on a few things and see where that goes,” Mosawi said.
6. Be authentic. Sharing stories and providing “real” information reaches people, he said.
7. Test, measure, assess, review and manage. Knowing where you are, Mosawi said, will help you get where you want and need to be.