Healthcare associations. Best practices in Internet communication.

Rheingold made the point that the future of the Internet is linked to the future of community, as well as the respective futures of democracy , education, science and intellectual life in general, and vice versa. Many of the traditional units of social organization, such as the church, are less powerful than they were in the past. Increased mobility has also contributed to the breakdown of a sense of rootedness and community. The Internet transcends geography, and offers a sense of connect-edness in a timely way. As a result, it has become a tool that is transforming some units of organization, and facilitating the development of new ones, fostering the creation of virtual communities based on common or shared interests. Marshall McLuhan coined the phrase " the global village " long before the Internet and the world wide web. Michael Dertouzos, director of the MIT Laboratory for Computer Science, built on that analogy to describe a world of connected computers as an information marketplace forming the nexus of a global community. The key to a global digital community – or a neighborhood within the community , such as chat groups or game playing – is interaction. Two-way communication is perhaps the single critical success factor in creating a sense of community. Organizations that recognize the power of the Internet as a means for creating a virtual community can facilitate communication with, between and about members. Associations are groups that can reap significant benefit from the Internet, which offers improved access to information , thereby enhancing visibility and accountability. It offers " digital democracy " by providing a channel for dissemination of information to members. It also makes organizations more accessible to non-members, allowing them to highlight their mission, goal and objectives , and also put key messages on record. Associations, societies and a range of organizations face twin challenges. They feel an increasing need to demonstrate their value to members. In addition, they face an unprecedented need to reach out into other communities. This can best be done by communicating important information in a timely manner. A growing number of organizations are finding that a website can help them balance their dual need for internal and external communication. This has particular value in healthcare, where there has been a recent surge of interest in both collaboration and accountability. Communication is a critical tool for healthcare, which is complex and highly …