Most the people talking to you (especially nonprofits) think of the web/internet as a tactical support for the rest of the operations.
They want the â€œwebâ€ guy to support our restoration initiative, the web team to support fundraising, the web team to support field, the web to support membership. Web is a tactic the departments should use.
The reality is that dominating the web conversation is now a strategic pillar that can drive success in influencing the politics, fundraising, field and other key elements of the operation.
A good strategist and senior management operative will need to look at the over all mission, understand the constraints of other managers, understand the path of the campaign and organizational culture. The good strategist will compete in a larger organizational context for funding and the freedom from other departments to begin to implement a plan to dominate web discussion.