I'm just back from co-leading a 3-day social technology training in Toronto for some incredible nonprofits and social enterprises across North America. And almost everyone attending could be described as their organization's lonely internet person, struggling to get web strategies implemented. If this sounds like you, read on.

Refreshingly, after the strategy and tools conversations on day one and two, we spent almost a full day on the organizational dynamics and "change management" needed to implement smart web strategies.

Here are some key take-aways from a workshop I led entitled, "Getting Web 2.0 Resourced at Your Brick-and-Mortar Organization."  As I see it, the biggest challenge with all this new media and technology stuff is getting it implemented; there are too many smart and well-meaning staffers at organizations and businesses who have their car but can't seem to get the engine started or shift into the fast lane.  

Our mission: figure out the top obstacles and solutions to developing and implementing smart, integrated online strategies and campaigns.

Common Obstacles

1. Money :: budget for online operations too small to support the goals/objectives
2. Staff :: not enough people (or the right people) to support the goals/objectives
3. Unrealistic expectations :: Incomplete knowledge or acceptance of appropriate timeline or resources needed to implement online strategy or technology solution
4. Multiple stakeholders :: too many cooks in the kitchen delays or impedes implementation
5. Commitment to old investments / sunk costs :: inability or unwillingness to replace earlier investments in staff or infrastructure that are no longer good matches to the work ahead
6. Incomplete knowledge, lack of education :: Decision-makers making bad decisions (or refusing to make decisions) due to incomplete breadth of knowledge
7. Lack of buy-in :: Despite approvals, organization lacks will to fully engage in change
8. Shiny object syndrome :: Ability to implement coherent strategy is derailed or overshadowed by obsession with latest tools or buzzwords (e.g. "my boss just read an article about someone using [insert web 2.0 tool or website] to [raise money / build list / get traffic] so now we have to do that instead")
9. Mixed/competing priorities :: Other major organizational priorities, campaigns, or fire-drills getting in the way of progress toward implementing components of online plan. Or it's not clear how your online objectives map to your organizational priorities.
10. Thinking tech will solve all / one size fits all :: Avoiding larger strategizing or decision-making in hopes that new website or other tech tools will solve broader challenges with communications, organizing, fundraising, etc.
11. Silos preventing shared, integrated internet approach :: Despite cross-cutting impact of internet strategy, departmentalization (e.g. communications, field, policy, development) prevents genuine collaboration toward an integrated approach, limiting potential impact.

Solutions!

1. Accepting your warrior role :: As the online guy or gal, it's not in your job description to educate the entire organization on the basics of online strategy or Web 2.0, but let's be honest, you're probably going to have to spend a percentage of your time fighting for resources or helping others understand the connection between effective internet strategy and fulfilling the organization's mission.
2. Setting realistic budget and objectives :: There's lots of free stuff on the 'net, but the internet is not free.  Don't confuse sending free emails via Outlook with the real costs of bulk email tools needed to manage your  list.  Sure, there are plenty of free tools and applications emerging every day, but they don't replace the need for staff or technology infrastructure.
3. Establishing a "Change Team" :: Identify a diverse group from across the organization to work with you in developing your organization's Web 2.0 plan or online strategy. Your team might include a consultant or two, but the majority should be staff. Find out who your internet allies are across the organization, and invite them to join you. This will help educate the rest of the organization, and establish some useful buy-in -- and hopefully take some of the weight off of your shoulders. The change team should also invest time in showing departments how the internet can serve and bolster their efforts.
4. Educate :: Bring your organization with you on the journey, and help others get conversant with the online world.  The internet affects all aspects of your organization, from communications/marketing to fundraising/sales, so don't let it get isolated or relegated to a sideshow. Consider sending weekly summaries of your web and online engagement stats out to the entire staff; share blog posts mentioning your organization or your work with the rest of the staff and explain why they matter; and claim a few moments at your staff meeting to share something interest and relevant from your web or online community building work that's relevant to the entire group.
5. Strategy over tools ::  Focus on the great potential of an effective online strategy that fully supports your mission, then figure out what's needed to get there. Don't let the available tools drive the decision-making.
6. "Power mapping" :: Who holds the power within your organization, and who's whispering in the ears of the decision-makers?  Who do you need to target to get their buy-in and support? Who are your natural allies? If you do advocacy work, you're probably familiar with this from running public campaigns, so now you need to turn those same campaigning skills inward.
7. Hire the right staff (vs consultants) :: Sounds like a no-brainer, but it's easily overlooked even as the workload for your online person expands exponentially.  Make it a priority to figure out who you need to support your online operations, what their titles and job descriptions should be, and how to properly budget for them.  Be clear about what work can or can't realistically be done without those additional staffers. (See our guide, "Building a Successful Online Team")

Hope this was helpful. What's missing? Leave a comment below and I'll do my best to keep this post updated.