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Title:
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WELFARE ON THE WEB: EXAMINING THE ONLINE PRESENCE OF SOCIAL SERVICE ORGANISATIONS |
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Author(s):
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Jonathan Paul , Mari Davis |
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ISBN:
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972-98947-1-X |
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Editors:
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Pedro Isaías and Nitya Karmakar |
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Year:
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2003 |
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Edition:
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2 |
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Keywords:
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Social services, Non-profit, Internet, Web presence, Web visibility, Cybermetrics, Social capital. |
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Type:
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Short Paper |
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First Page:
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739 |
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Last Page:
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744 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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This study investigates how the Web sites of some of Australia's largest social service organisations are being used to further visibility, engagement and coordinated action among their constituencies. Using content analysis and metrics measuring Web site function, structure and content, this research examined how a sample of social services use their Web sites to engage constituencies, to publicise their missions, and to assist the coordination of social action. Some social service organisations (SSOs) were shown to be capable of building links and providing information to constituents by using Web features that provide interactivity and shared information with current and potential members, such as donors, volunteers and service recipients. However, the study found that many of the sites investigated are not taking full advantage of many features of the Web to disseminate knowledge of their interests, provide information resources, or to fulfil the aspirations of their organisations or their members. Instead, the organisations examined in this study are shown to use the Internet primarily as an adjunct to their existing communication channels rather than as a differentiated medium that could be uniquely effective in achieving their missions |
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