The Fifth Estate and the Middle East
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Transcript of The Fifth Estate and the Middle East
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Shooting theSocial Media Messenger!
May 11, 2011
Image by NorthJerseyMusic
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That Guy
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Three Takeaways
1. Tools & revolutions
2. Empowered 5th
estate (citizenmedia)
3. The truth about
influence (sorry,
Malcolm Gladwell)
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Was It a Facebook Revolution?
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2009: The Twitter Revolution Legacy
Iran Solidarity on
Twitter via green
A zeitgeist
Media event
BUT Repression
reigned and the tools
were used to trackdissidents
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Gladwell: Why the revolution
will not be tweeted
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Gladwell: Why the revolution
will not be tweeted
Zoetica, LLC (http://zoeticamedia.com)5/11/2011 7
WRONG
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Tunisia Went First
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Egypt Goes Next
Al Jazeera's "Egypt protests in social media" blog - originally from Twitter, via
@Abo_Mazen (Abdul Rahman) posted January 25, 2011 Zoetica, LLC (http://zoeticamedia.com)5/11/2011 9
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The Twitter Cant
Topple Dictators Article
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Ensuing Revolts Have Had Less Success
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SocialWas an Effective Messenger
Originally published on Mashable. Zoetica, LLC (http://zoeticamedia.com)5/11/2011 12
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Takeaways for Your Efforts
Social media can serve as a catalyst for change
It allows for organized networking amongst
like minded people If the media or traditional power structures
arent covering you, there are alternatives
T
ools cannot replace human beings Social can be used against you by
knowledgable opposition
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An Empowered 5th Estate
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OK.What Is the Fifth Estate?
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The Modern Fourth Estate
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Stephen Cooper:
The Rise of the Fifth Estate
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Media Control Creates
Need for a Fifth Estate
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The Rise of Citizen Journalism
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Takeaways for Your Efforts
Whatever the topic, the media can be
circumvented with social media
If people care about the subject matter, youcan create critical mass
Citizen journalism is as effective as the quality
of your information
Providing effective information is thought
leadership: Better than content marketing
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The Truth About Influence
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Weak Ties Theory
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from bokardo.com
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Gladwells Idea Viruses
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Image by David Armano
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The Groundswell:
What Really Happened?
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Building the Movement
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Unknown Bloggers to the Mainstream,
But Not Their Community
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Weak Ties Have Magic (in the Middle)
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Takeaways for Your Efforts
Weak ties can make a HUGE difference for
change, if people believe
Influence is often a result of events Events online happen via middle ground
influencers that cultivate strong communities
Identify people that matter to yourcommunity, cultivate them
Bigger influencers tend to follow
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The Big Three Take-Aways
1. Social can be a
catalyst, but not the
cause of revolutions
2. The 5th estate
empowers
3. Influential action
rarely comes from
big voices
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Thank You and Questions
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