Digital Communication and Social Organizations: Evaluation of the Communication Strategies in Spain

Non-Governmental Organizations (NGOs) as pressure groups are no exception, since a large part of their activism is carried out through digital grassroots lobbying. The consolidation of Web 2.0 has not only given social organizations access to a new and powerful tool for disseminating information but has also implied significant changes in the relationship between non-profit organizations and their public, facilitating and improving interaction between them. The general objective of this article is to analyze the degree of interactivity implemented in the websites of the main non-governmental organizations in Spain, in order to assess whether these social pressure groups are evolving toward more dialogic systems in relation to their public and to find out which organizations are carrying out the best strategic management of digital communication. The results indicate that NGOs have a high level of interactivity on their websites in the tools used to present or disseminate information, while not all of them maintain this high level of interactivity in the resources available for interaction with Internet users. However, it has also been observed that these social pressure groups are progressively implementing interactive and dialogic sources, which suggests a clear trend toward new ways of managing these platforms to establish more participatory and collaborative communication systems with virtual users.