One of my ‘hats,’ as a media relations instructor, requires that I keep up on the wonderful world of social media. I blog (obviously) but beyond that I am a bit of a luddite. So, to stay ahead of the curve, I lean heavily on web-savvy colleagues tied to iPhones.

One organization I follow closely, however, is Biro Creative—a Vancouver-based web agency and the brainchild of a couple of ex-Adbusters staffers. Flanked by EchoDitto, a strategic online communications team, they dedicated the better part of this past year researching what factors really separate “the Obamas, the 350s, the Bosta Dobbs and their ilk and from the rest.”

They conducted dozens of interviews with non-profit leaders, mined hundreds of client experiences and focus-grouped online practitioners working in the trenches of winning organizations.

They began by asking: How does a handful of movement-leading organizations consistently win big on the web—raising money, growing membership and making headlines—while so many others struggle to find results? What distinguishes those organizations that successfully break through online?

Nothing in the traditional realm of online strategy—technology in particular—can now explain success on the web. The landscape has changed. So if it’s no longer about the tools, what is it about? Budgets, staffing, design, engagement? These are all factors, yes, but it’s clear that something deeper is going on. It’s something we’ve chosen to call “Web Thinking”.

You can learn all about it here:


Web Thinking: The choice ahead for movement-leading organizations