The biggest challenge the Web poses is this:

"How do we use this tool to help us win?"

The Web is only one more tool in the organizer�s toolbox. We need to think about what this particular tool does best, what it�s not so good at, and, most importantly, how to use it in coordination with our other tools to achieve social change.

Compared to this, the technology itself is a minor challenge.

We think there are three key ideas in an effective strategy for using the Web as a communication tool:

1. "Mine the base"-- Use the Web to inform and activate your existing membership.
2. "Small book on a big shelf"--The Web is huge, and a health care reform Web site is small.  Mass outreach on the Web is at present very difficult.
3. "Integration"--It's vital to integrate the Web with the rest of your communications activities.

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