Conference Roundup: Web 2.0 — A Buzzword Demystified

Web 2.0 isn’t a thing — it’s a state of mind.

So says Andrew Mosawi, vice president of international business development for Blackbaud. During the session “Web 2.0 — A Buzzword Demystified” at The Blackbaud Interactive Internet Symposium on May 22 in New York, Mosawi defined Web 2.0 as the “business revolution in the computer industry caused by the move to the Internet as a platform, and an attempt to understand the rules for success on that new platform.”

“It’s the tools nonprofits are using to fundraise and reach constituents,” he said, focusing his attention on blogs, fundraising widgets and social-networking sites like Twitter.

He noted that blogs can be especially helpful to nonprofits for a number of reasons. They build and brand an organization, help to engage customers in conversation, and encourage organizations to find out what other nonprofits or individuals are talking about. He added that blogs “show the world you have nothing to hide” and they provide customer service and feedback.

“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.