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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 just a single click

away. Presently, many organizations have begun to recognize the importance of

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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 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

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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:

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

CONTENT

EASE

OF USE

PERFORMANCE

BRAND

VALUE

SATISFACTION

CUSTOMER- CENTERED

WEBSITE

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

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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 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.

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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 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

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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 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

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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 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

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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.

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, contents of the web can be defined by way of any information on

that enriches the performance through text or interactivity. It goes without

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saying that the only cristal clear reason why users come back to visit a site is if

they could discover its usefulness. Consequently, a website should provide

users and or visitors what they really want. Thus, the contents ought to fulfil the

aims of the website itself (www.mcil.co.uk). A decent 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 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.

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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 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

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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:

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.

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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;

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.

Lack of information from more

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

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

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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.

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 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

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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 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,

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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 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 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

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

get more funds. But idea needs another discussion and further research.

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