OPTIMIZING FRIENDS OF THE EARTH INTERNATIONAL’S

WEBSITE USABILITY: A SOCIAL MEDIA PERSPECTIVE

Budi Santoso

Abstrak

Friends of the Earth International (FoEI) adalah lembaga swadaya masyarakat (LSM) international yang mengkoordinasi lebih dari 70 LSM lokal di dunia. FoEI percaya bahwa pemanasan global yang disebabkan oleh penggunaan dan eksploitasi bahan bakar fosil dapat dihentikan melalui aktivitas kampanye yang mendunia dan menyeluruh dengan menggunakan media komunikasi yang beragam. FoEI memanfaatkan banyak saluran komunikasi dalam kampanye mereka, mulai dari poster dan pamflet sampai penyebaran surat elektronik dan penyediaan informai di situs organisasi. Sayangnya, pada saat tulisan ini dibuat,FoEI belum pernah melakukan penelitian secara serius berkenaan dengan efektivitas ketergunaan situs mereka yang dianggap sebagai pusat informasi online yang dapat dirujuk oleh anggotanya, sehingga dapat berfungsi sebagai sarana aktif dalam pertukaran pengetahuan dengan menerapkan acuan Manajemen Pengetahuan. Dalam penelitian ini, penulis mengambil dua LSM anggota FoEI sebagai sampel. yaitu MIlieudefensie (Belanda) dan Wahana lingkungan Hidup Indonesia (Indonesia) Data diperoleh dari wawancara dan observasi. Rekomendasi yang penulis berikan adalah tidak bersifat teknis, namun lebih kepada “apa” yang seharusnya FoEI dapat lakukan untuk ketergunaan situs mereka. Pertama, FoEI dapat mentransformasi situs yang ada menjadi situs jejaring sosial, tentu tanpa harus mengubah ide dasar atau prinsip seperti visi dan misi organisasi dan sebagainya. Penggunaan web 2.0, misalnya, bisa juga menjadi alternatif yang layak dicoba. Kedua, komunikasi dua arah merupakan suatu keharusan sehingga dapat mendorong terjadinya pertukaran informasi yang luas dan terbuka bagi organisasi anggota FoEI.

Kata Kunci: situs, komunikasi dua arah, media sosial

INTRODUCTION

At present, communication technology such as internet has

become a massive tool to spread the ideas of globalization; the world is

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just a single click away. Presently, many organizations have begun to

recognize the importance of evolving, expanding, and refreshing their

web presence. International NGOs like Greenpeace, WWF, and FoEI

itself realize that their website becomes the “front face” where people

can surf much information as well as judge their works.

In the era of sophisticated and globalised communications

instruments as well as softwares and contents, FoEI is trying to adapt

to the development of technology, particularly of which directly

connected to communication technology which endorses knowledge

sharing. It is a key to reach and drive federation members to engage in

global movement. FoEI understands that their website is important in

engaging with their network members which are located worldwide,

especially issues which are related to their global climate change

campaigns.

FoEI also comprehends the importance of their website. But in

fact, there has not been any extensive research ever carried out to

find out whether the website was functioning properly as a main

information source for its network members. There is no formal

suggestion or instruction from FoEI towards its federation members to

access the website if they need information because the organizational

policy is decentralized. Of course, on one hand, this is not an obligation

to force members to visit the website, nonetheless the website seems

to have little role in increasing networks’ knowledge about global

issues on climate change. This reason motivates writer to apply a desk

research on how to optimize the website usability.

A GLANCE TO SOCIAL MEDIA and KNOWLEDGE – MANAGEMENT

Customer-Centered Website

Customer Centred Website theory formulated by Duyne et al

gives as a sense that website should become a medium to

accommodate individual’s needs when searching information (Duyne

et al, 2002). Hence, like a brand, a website also has (many) customers

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who should be satisfied. The satisfaction of the customer may be

determined by the appearance and performance of the site.

The content and design of website are essential factors visitors

or customers will notice. Website reflects the organization; it means

that website will not just be utilized as a medium to convey messages.

Site manager must think what customers think, and feel what

customers feel. In other words, they have to understand what users

want and expect from the website.

This theory is compiled of five basic factors. (i) Satisfaction is

about how users think that the site has given them appropriate

information. Satisfaction is related to the other four factors. (ii) Content

talks about the messages and information given. (iii) Ease of use

means how the users can go to every link easily using provided

navigation tools. (iv) Performance tells about the access ability and

speed of the browser and bandwidth. And last but certainly not the

least, the (v) brand value gives idea in relations with organization and

product image.

This theory will not give basic assumption for this paper. Author

takes this theory as a consideration for FoEI that website, as a

representative tool of an organization in the virtual world, should be

managed professionally. Even though Duyne et al propose this theory

for the sake of profit companies, the basic idea may be used by any

other organizations, as long as they have their own websites. This

theory can be seen in pictorial mode as follows:

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CONTENT

EASEOF

USE

PERFORMANCE

BRAND VALUE

SATISFACTION

CUSTOMER-

CENTEREDWEBSITE

Social Network Website (Social Media)

Social network websites, or in wider terminology can be called

social media, are becoming extensively known in the world. Singh

(2007) said that generally social network is comprehended as “a set of

people connected by a set of social relationship, like co-worker or

information exchange”. Social network can be applied by means of

technology like internet. Well -known internet applications such as

Facebook, flixter, Friendster, MySpace, or intranet are intended to

perform this condition. In addition to knowledge sharing, social

network site assists the process to be more open, so the sum of

absorbed information will let many opinions come to the surface.

At present time, it is a common atmosphere for internet users

get involved with social media. Social media emerges an

understanding where people who are connected to internet can

communicate in such a way so they are able to build their own virtual

community. This community has an opportunity to grow further if those

people have willingness to communicate in person.

As an open medium, social media are substantially functioning

as social tools in which users or visitors are regularly monitoring and

growing their social network. Internet is not a single network, so is

social media. It is a vast, globe-spanning network of networks. This

means that internet is valued-free as it is, but the contents are not. It

definitely is a new medium which offers spontaneity.

Characteristics Of Social Media

Social media is characterized with some aspects:

1. Participation. Social media generates the possibility of

direct interaction between media and audiences. Users are able

to contribute as well as respond to the contents provided.

2. Openness. Social media lets any users to participate.

Each user may leave comment and give feedback to the subjects

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The Customer-Centered Website Framework by Duyne et al (2003)

on question. More importantly, the sharing of information is wide

open.

3. Conversation. Social media encourages two-way

communication. It is different from the traditional media

(especially printed), which mostly offers one-way

communications.

4. Community. Social media lets users to build quick

community and to have effective communication. Members of

social media are able to share information based on their

common interest.

5. Connectedness. Social media provides links which direct

users to the sites that offer various sources respectively. Further,

users can have broad opportunity to access more information.

Applications for Social Media

Social media has some fundamental forms that are popular

among internet users. The trend of social media covering social

networks, blogs, content communities, podcast, narrowcasting or wiki

are part of social media. Blogosphere or the interconnection

environment among many blogs has become important issue. Below is

short explanation about some application using web 2.0 with which

NGOs can benefit to support their campaign activities.

1. Social Network Services. Social network services use software to

build online social networks for communities of people who share

interests and activities or who are interested in exploring the

interests and activities of others (“Social Network Services”, 2008,

“definition”, Para. 1).

2. Podcasting. Podcasting was initially a term inspired by the name

iPod, Apple’s small audio-video player. Podcast refers to any kind

of software and hardware combinations that permits automatic

downloading of audio files. Thus, the power of podcast is on its

flexibility in audio rather than text. Podcasting allows education to

become more portable. It means that one can do other activities

while they study by listening. Indeed, it depends on the studying

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preferences of each individual. But, at least it can give a new step

forward way to access information. Sisi, FoEI web coordinator

said that the idea to use podcast was brought to surface before,

but it cconcerns about putting too much strain on the bandwidth

and the technology they use, along with their heavy workloads,

has stopped them from ever implementing it.

3. Wiki. The name Wiki was introduced by Ward Cunningham, a

programmer. Wiki refers to a web page which can be viewed and

edited by anyone by using web browser. It is kind of collaborative

group-sites where information can be added or modified. Wikis

are able to incorporate sounds, movies, and pictures. Because of

its collaborative sense, wiki is based on group works rather than

individual. A global wiki application we know is Wikipedia.

4. Blogs. Blog is a website that contains chronologically arranged

postings which typically look like diary entries, announcements,

news, or commentary depending on the purpose of the blog.

Blogging allows interaction from readers in the form of comments.

Blogs can also utilize tags which allow readers to track their

favourite blog posts (“Blogs”, 2008, “Definition”, Para. 1).

5. Wireless communications (VoIP). In fact, VoIP or Voice over

Internet Protocol is not a brand new trend. Basically, it is a voice

transmission through internet or other switch networks such as

Ethernet (“VoIP”, 2008, “Definition”, Para 1)

Social Media and Knowledge Management

NGOs are expected to be more proactive in searching for any

chances when they use internet to find, manage, and take advantages

of information or knowledge that can be used to support their

campaign activities. Basically this situation can be related to

Knowledge Management (KM). Barclay & Murray (1997 in Creech,

2005) say that in practice, KM often covers identifying and mapping

intellectual assets in the organization, generating new knowledge for

competitive advantage in the organization, producing vast amounts of

corporate information accessible, sharing of best practices, and

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technology that enables all of the above. Creech (2005), a researcher

from International Institute for Sustainable Development (IISD) writes

some trends in knowledge management viewed on the approach used

by organizations.

1. Convergence. In practical orientation, convergence means that

information can be formed into several formats and is possible

to be attached together. The messages can be plain text, sounds

(audio), moving pictures (video).

2. Transition from the storage and retrieval of information to active

engagement with the knowledge user. Knowledge management

is then not only based on information storage and retrieval but

tends to be systematic collection where relationship amongst

users is built into multi ways communications.

3. Shifting emphasis from knowledge to influence. At this point, an

organization is advised to combine internal and external

information for users/ clients.

4. New focus on social capital and social networks. Social capital is

recently considered as essential as intellectual capital. Social

capital is established by interaction which leads to improved

knowledge-sharing. Organizations are now paying attention on

the tools and training for staff in order to map their existing

social networks and to understand how to develop the “social

capital” with their colleagues, clients and audiences.

5. Open source/content. Addressing the democratization of

knowledge sharing. The concept of “Open Source” is about

increasing interest to knowledge-based institutions. The idea

comes to surface among programmers to make the source

code for others to work with and adapt. This practice has

evolved into “Open Content,” an ideology of collaboration that

provides broader rights for sharing and using new ideas and

practices.

6. Adoption of different modalities. The Open Source approach in

developing and applying new knowledge is only one model of

collaboration. What is becoming clear in the KM field is that

organizations can apply a variety of modes of collaboration both

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to improve the quality of their knowledge and get it into use

more vastly.

7. Adaptive management. Current research focuses on what is

required to be a “learning organization”—one that takes an

adaptive approach to its work, with shorter cycles of assessment

and adjustment. There is a rising trend within organizations

towards more informal “lessons learned” cycles, where

knowledge gained is more swiftly and easily shared, and work

adjusted accordingly.

National Library for Health (NHS), for instance, has applied the

knowledge management for the site. This library is a kind of open

source resources for students to get information needed. Furthermore,

Creech argues that the concept of knowledge for international

organizations have moved to consultative approaches for international

development. In relations with NGO sector, for example, convergence

is more focus on researches by cooperating with academics, and

corporate research department on knowledge generation, networks,

and policy influence.

The trends in Knowledge Management can be good opportunity

for FoEI to build stronger information-based system website which can

enable them to be more effective in doing the campaigns. Besides

that, knowledge management may facilitate coordination and

cooperation between NGO and donors. Saeed, Reichling, and Wulf

(2008) say that knowledge exchange and mutual awareness of each

other’s competencies and activities can improve their work or

cooperation. More importantly, the mushrooming of NGO makes tight

competition among NGOs in seeking funds increased.

This circumstance makes donors apply analytical judgments to

decide what NGOs are suitable to accept the funds.

Website Usability

Website usability refers to a website’s user-friendliness and the

extent to which users can use the information on the website to meet a

specific objective. It is an important element of user experience.

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Duyne et al (2003), argue that website usability may be divided

into several features which could be used for web usability research

purposes. However, those features are not generally meant as

standard tools to measure any websites designs or contents as it is just

a review of the many design alternatives and suggestions that have

been proposed for improving Web use. Hence, in general website

usability consists of website design and website content.

Website Content And Design

Website content is the textual, visual or aural content that is

encountered as part of the user experience on websites. It may

include, among other things: text, images, sounds, videos and

animations (“web content”, 2008, “Definition”, Para. 1).

Hence, content can be described as any information on a

website that enhances the presentation through text or interactivity.

The only reason a user will come back to a site is if he or she finds it

useful. Therefore a website should give people what they want and lots

of it. The content should satisfy the aims of the website. Good content

is therefore a key to have an effective website.

Website Design

According to Duyne et al (2003), website design has been

experiencing three generations since it came to exist. The first

generation was centered to organizations’ perspective. At this stage

websites merely gave information to visitors without having intention

to get any feedback from them. The idea behind it was just “build it,

and they will come”. It can be said that web design is the selection

and coordination of available components to create the lay out and

structure of a web page (“Web design”, 2007, “definition”, Para. 1).

The second stage was marked with the awareness of websites’

owner to be “closer” to visitors. They invested much efforts and capital

into expensive ads to get people visiting the websites. At this rate,

organizations realized that they had to build interactive computer

interfaces to their products and services. Anyway, first Impressions are

always vital. If the website does not look qualified and if it does not

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function in an efficient and effective way as well as being attractive,

potential clients may be lost.

The design concept may vary, depends on the desired exposure

and response. For instance, the basic aspects of website design may

include:

1. The content: The substance and information on the site

should be relevant to the site and should target the area of the

public that the website is concerned with.

2. The usability: the site should be user-friendly, with the

interface and navigation simple and reliable.

3. The appearance: the graphics and text should include a

single style that flows throughout, to show consistency. The style

should be professional, appealing and relevant.

4. The visibility: the site must also be easy to find via most,

if not all, major search engines and advertisement media

(“Website design”, 2008, “Content”, Para. 2)

GENERAL CONCLUSION & RECOMMENDATIONS

The development of technology will carry on finding its

unsurpassed shape. The erratic ongoing process of any fields in the

world may cause volatile results for FoEI to manage its website as

momentous channel to support their campaigns. However, it is true

that not every internet users would participate in communicating

through websites. It is because of the variety in level of users. Novice

users, for instance, strictly depend on unambiguous structure and easy

access to overviews that illustrate how information is arranged. This

means that the design and content of website, for example navigation

tools, links, or words should really give clear direction to them.

Conclusion on FoEI’s Website

In FoEI’s case, author has developed some recommendations

which would considerably helpful to improve the usability of the

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website. Thus, in spite of just being an information giver medium, the

website is vigorously “ask” users to take part on it.

The correspondence result with Walhi and Milieudefensie

coordinators as sample in this report shows that FoEI website is

“passive medium”, in terms of its role as information source for the

members, and vice versa. This condition is in accordance with Four

Communication Patterns by McQuail. If the message sender (FoEI) is

passive, and the receiver (Walhi and Milieudefensie coordinators) is

passive too, the situation would be “Time-filling and surveillance”

where both ignore the core or the content of the messages.

The ideal condition, according to McQuail (in Windahl et al,

1992), is that sender and receiver are both active. Sender is active in

searching for best information that fits the interests of its receivers,

and receiver is active in seeking out the information. Briefly, the

interaction among FoEI and its network members should be two ways

so the process is not motionless and information exchange can occur.

As a result, FoEI should understand the concept of Mass media

as a tool with strong power in disseminating information to public.

Windahl and Signitzer (2000) quoted Rogers and Storey (1987) say

that mass media is important for creating awareness and knowledge

and stimulating others to participate in the campaign process.

The discussion does not stop here. This means that internet as

part of mass media will be more useful if it has additional value for

organization. The fast development of hardware and software has

made the opportunity to change website as interactive channel widely

open.

Nevertheless, implementing social media needs serious effort

and high cost. Financial and human resources factors should be

calculated appropriately. In addition to applying social media, FoEI

should also understand that the supervision on the traffic of

interactivity must be established tightly. The moderation of comments

or membership must be maintained and updated any time to avoid

unwanted visitors and over-loaded messages.

Thus, author can summarize the current FoEI website as follows:

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1. The site has not been built as two ways medium. Two ways

communication can probably set up through social media.

2. The content of the site does largely not cover up the interests

of all network members. Mainly, the contents on climate

change (articles, videos, photos) tell much about the

conducted campaigns. The problem is not about that,

though. It is about how to make them useful for the network

members.

3. The design is not customer-oriented yet where visitors (in

this case network member) are attracted to surf for more

information.

4. Generally, FoEI has not been applying some social media

demand (see social media characteristics, p. 17) which may

be useful for the organization to be active message sender to

interact, communicate, engage, and motivate network

members.

5. The website as a medium to convey the message is in its

passive status. This condition is worsening by the fact that

the correspondents have no regular habit to surf the site.

The brief analyses above are then manifested in SWOT diagram

below. The SWOT analysis given is rather broad in terms of some

additional factors that come from outside the organization (opportunity

and threat).

Advanced Swot Analysis

Writer comes to Strength, Weakness, Opportunity, and Threat

analysis which are based on data collected from desk research and

correspondences. And based on this SWOT analysis, author would give

a number of recommendations that are well thought-out and useful if

FoEI decides to redesign its website. The SWOT table can be seen as

follows:

Strength Weakness It is an International platform; Lack of information from more

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They have a big membership

and many offices in the world

(a big group supporting);

There is already domain

name, and website

framework.

Strong networks facilitate

FoEI to employ knowledge

management / knowledge

sharing.

Generally, the website has

already managed well. This

condition more and less may

enable FoEI to apply social

media.

countries;

The website building (system of

the database) is not enough

humanistic (it is not convenient

for visitors);

Design of some specific page is

not much distinguishable;

Some description in the site is

confusing;

Financial support can be said

unstable. This could be

potential cause for maintenance

and sustainability of the

website, especially if applying

web 2.0 to become social

media.

Opportunity Threat Growing environmental

education helps the group to

grow fast;

Governments and some

commercial org. are partly

supporting the projects to

improve the energy involve

with climate change;

UN is hard-working in the

environmental issue in the

world; this means that this

organization needs more

support from NGOs.

IT communication is being

more important in the

society;

Technology is sometimes

expensive, but open source

may make it cheaper.

Greenpeace and WWF are more

well-known and powerful; but

there are lots of international

NGO which operate worldwide.

These NGOs have websites.

Greenpeace and

WWF’s, according to Alexa, the

traffic rank of those NGOs

higher than FoEI’s.

Energy issue and the climate

change issue are different,

positioning together will be

confusing;

Gathering more native news

would need more sources to

support.

The members are very seldom

visiting the website to find some

information about climate

change. They do not use it as

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key reference.

The SWOT analyses are more elaborated in the recommendations

below.

Recommendations

In general, writer recommends FoEI to upgrade the website into

social media site where many interactive internet applications can be

applied. The following elaboration of the recommendations is written in

“ideal” form. This means that there are such influential factors need to

be taken into account.

1. FoEI has not implemented web 2.0, which is the newest

technology in internet. Before implementing web 2.0 which is a

door to apply social media applications, FoEI should firstly being

a knowledge sharing organization. Hence, on author’s

perspective FoEI should also reexamine values to create new

vision and mission regarding its website. The website should act

as centre medium for the network members.

There something should be bore in mind that web 2.0

actually does not refer to any technical specifications, but but to

changes in the ways software developers and end-users utilize

the Web (“Web 2.0”, 2008, “Definition”, Para. 1).

Knowledge sharing is defined as a process of exchanging

knowledge (skills, experience, and understanding) among

researchers, policymakers, and service providers. Tsui et al

(2006) argue that knowledge sharing can be used to increase

evidence-based practice and decision making. It also can be

applied to endorse exchange and dialogue between researchers,

policymakers and service providers. More importantly, decision

making in an organization is based on information, and relates to

the flow and nature of messages.

Moreover, one important issue is that FoEI has just set up

its communication goals in 2007 which intends to working on

reaching the general public with their issues by presenting the

struggles of its local groups (network members) in an accessible

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manner via their website. For that purpose, FoEI also is currently

also developing its website on social networking site by

establishing real world radio (RWR), and during 2007, Real World

Radio (RWR) aimed to reach out to more people and to have

deeper coordination with communication strategies of different

FoEI organizational structures.

New technology may be implemented to make the

knowledge sharing process in the organization runs more

effectively. For instance, FoEI can use podcasting or blogging to

engage the network members. The effectiveness of information

flow would increase, as well as the informal communications

with network members.

Thus, FoEI may try to find strategy to developing a social

media whether it is podcasting, wiki, or blogging. How these

social media can give additional value for the benefit of the

organization. Another important thing is to understand how the

social media work, in terms of IT support, guidelines, and policy.

Having implemented more sophisticated communication

channel like social media, does not mean that FoEI may leave

traditional ones such as landlines. It is just exactly on account

that modern media and traditional media can be used together

in integrative way.

Therefore, FoEI can alter its website from just an

information tool for networks to a strategic comprehensive

campaign tool when information is really shared and then used

to leverage the campaign actions of the members.

2. FoEI should transform its website to be knowledge-driven

medium. All this times, FoEI has claimed that they support the

network member’s campaigns through fundraising, campaign

coordination, workshops, translations, electronic

communications, information collection and dissemination,

database maintenance and publications.

They emphasize on the information sharing with the

network members. Vasconcelos, Seixas, and Lemos (2005) argue

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that in an organization, knowledge is the collection of expertise,

experience, and information that individuals and workgroups

apply when executing their tasks. Knowledge is viewed as key

assets of an organization.

At this point, FoEI should position itself as knowledge-

driven organization where information is treated as essential

power for their campaign. Besides that, to be knowledge-driven

network organization, FoEI is becoming the centre because of its

role as an aligning agent. Vasconcelos et al (2005) quoted

Steels (1993) then gave more elaboration by saying that the

objectives of knowledge sharing for organization is to promote

knowledge growth, knowledge communication, and knowledge

preservation. On other words, knowledge does not stop only at

one point.

In accordance with Uses and Gratification theory, web

coordinators of Walhi and Milieudefensie as well as their climate

change coordinators hardly access or consult the website

because they consider that the website is not interesting to

them. Therefore, FoEI has to establish the learning cultures

where the evaluation is not considered in the sense of

punishment reason, still should consider it as a process of

partnership within its network members to lead to inter

organizational discovery and improvement.

3. FoEI should develop the website using web 2.0 technology which

practically will enable the implementation of social media

application. Through social media, FoEI chance to set up a

strong belongingness within the network members will be wider.

Again, this is because social media opens opportunities for users

to interact and communicate. Of course, the effectiveness of it

needs further research and can be done after FoEI applies it.

Nonetheless, before starting to apply social media, FoEI should

determine good strategies to have reliable plans. It is not,

indeed, a simple and easy work.

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Social media may create more opportunities to widen FoEI

influence towards its members and general users who live

worldwide. Author notes that al least there two benefits can be

obtained. First, FoEI can build up more advocacy strength

towards private business and government. Social media can

increase the voices of its network members’ staffs and

volunteers to be heard. Second, social media may awake

people’s awareness on information. It is because social media

promotes the availability of the information itself. Last but not

least, since social media gives a place to interact among each

member, it shall attract people to play a part. This may spread

out scale for interaction and communication between FoEI and

its constituents.

4. Implementing social media should need important supports in

financial and technology. This is a challenge for FoEI. It is widely

known that NGOs operational costs depend on donors, and

volunteers. The fund fluctuates. All this time, FoEI is relying on

its individual members and volunteers who are obliged to donate

some money once a year. But, maintaining complicated

computer or internet programs is not cheap.

But it is important to comprehend that by taking the

website into social media, FoEI has more chances to get new

ideas and insights from its members. Social media can be

functioned as a trigger to induce member’s participations. Social

media enables users, if they are registered as members, to give

response to the website.

Besides that, social media may stimulate users to leave

comments about the contents, about the articles or videos on

climate change. The spirit of social media is openness where

responses and feedbacks can be benefited as additional

information sources. FoEI webmaster can act as moderator who

supervises the member registration and message traffics. She

can fairly demolish unwanted messages (can categorized as

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negative feedback which is not in accordance with FoEI

interests), and allow the positive one.

For this reason, FoEI should find another source of

financial from governments or EU commission, or profit

companies which policies are not in contradiction with FoEI’s. It

certainly needs another research and discussions.

Another possible step is that FoEI builds collaboration with

existing social media network like MySpace, Friendster etc. WWF

has been cooperating with Friendster in promoting their

programs (see appendix 12). In the website, FoEI also puts some

videos which are taken from YouTube. It is a good step, indeed.

YouTube can also be a possible mean to campaign the climate

change.

5. Moreover, it is essential that FoEI, in this matter should find –

borrowing term of Lindenberg and Bryant – the work style and

culture which balances the passion and commitment with

professionalism as well as identifies themes which will catch the

imagination of the future generations.

This point has some thing to do with the idealism in

constructing the website to be businesslike one. It is true that as

non-profit organization FoEI should free herself from economy

reasons, in terms of making money. But, the limitedness of funds

because if high competition with other NGOs raise simple

argument, namely, getting as much trusts from public and

donors. And website, like Lipe (2004) says will bring lots of

benefit to the organization, such as generating more leads and

increasing media access to the organization. The last can be

constructive in inviting public and donors to get to know further

to the organization.

Hence, it is not impossible that FoEI develops the website

as “money maker site” or e-business. Walhi, for instance, has

already made use of its site as a medium for small e-commerce,

a one step before e-business. Walhi sells goods and

merchandises which are produced by other parties (see

18

appendix. P ). FoEI may also develop in such a way to get more

funds. But idea needs another discussion and further research.

Bibliography

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Biodata Penulis

1 Nama Budi Santoso

2 Tempat dan Tanggal LahirPalembang, 13 Nopember 1976

3 Pangkat dan Golongan Penata Muda/ III a

4 Status Tenaga PengajarDosen PNSDpk pada Prodi Ilmu Komunikasi Universitas Ratu Samban Kab. Bengkulu Utara

5 Jabatan Tenaga Pengajar Asisten Ahli

6. KeahlianManajemen Komunikasi dan Komunikasi Pemasaran

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