People got the news of MJ’s death from friends via social networks or text messages–AT&T saw a 60% increase in text message traffic when the word started to get around (see tinyurl.com/o9zsbs). But then people turned to trusted sources to verify the news. In this case, “trusted sources” tended to be mainstream news media–LA Times, CNN, and the like, as well as entertainment sites such as MTV and TMZ.

The takeaway I want to give you is not about the power of online social networks. They are powerful, and you should be building a social network strategy (not just diving in because everyone else is doing it), if you haven’t started already. But before you do, become the trusted source.

Not about Michael Jackson, of course, unless your business is pop legends. You—more specifically, your website–should be the go-to source on issues that affect and are affected by your organization’s mission.

I know, I know, you’re not CNN. You don’t have reporters on the ground in Washington or at the state capital or city hall or wherever the news develops.

But you know stuff, don’t you?

• You keep up with the news in your field, in print and online.
• You talk with knowledgeable people.
• You follow blogs written by your own trusted sources. (At least I hope you do.)
• People call or email you when they see something they know will interest you.

You know what’s going on and what’s coming up. You have strong opinions about what should be going on and what would best serve your clients and stakeholders.

How much of all that stuff you know and believe is on your website?

In fact, when was the last time you updated your website with anything other than your own new products, services, or events?

You don’t need to be the first one out with information about that hypothetical legislation. You do need to inform your audiences that this legislation is out there and–here’s where you have the advantage over CNN–why it matters and what to do about it.

Your website needs to be fresh, new, and informative. That means frequent updates, for starters.

By “frequent,” I mean at least weekly. Set a schedule. Every Thursday morning, look back and think, “What have I learned this week that my audiences will want to know?”

Soon you’ll find yourself jotting a note at the time you actually learn the thing, say on Tuesday, so you don’t have to wrack your brain on Thursday morning. You’ll recruit other staff members, plus board members and volunteers, to keep their eyes peeled for news that’s important to your audiences.

Then, of course, you actually have to write about it. “You” here doesn’t necessarily mean you personally, gentle reader, but someone in your organization who can rub two English sentences together. Better yet, you could hire me!

The gist of your web message is not the news itself–for that, you need one sentence and a link to the full story–but the significance of this news for your stakeholders. Whenever possible, include a call to action, whether it’s contacting legislators, signing up for an event, telling you what your organization should do about this news, or simply staying tuned to your site for the next developments.