social mediawhat works?
ethan zuckermanoctober 19, 2008
pop!tech
1950s-60s - age of local organizations
robert putnam - “bowling alone”
rise of the mailing list organization
photo by extraface
“2.2 million people around the world...”
danger that social media is just today’s mailing listcan you listen to 3.2 million people?
Is online action enough?
older organizations tend to assume the internet is just another mailing list
web-generation organizations tend to assume that activism is just web organizing
mosaic by stabillo boss
Hao WuBlogger, Filmmaker
Detained February 22, 2006
freehaowu.org
don’t speak - point.
what works?
internal external
photo by Jerry Luk
what’s your organizational medium?email vs. phone vs. chat vs. skype vs...
who’s your least flexible user?
realtime communication
asynchronous communication
document sharing
scheduling
realtime communication
asynchronous communication
document sharing
scheduling
presence
face to face
DIY vs. KISS
why?
PR is cheaper than marketing
Online presence is PRyou control
Winning via Google
link economy
comments
freshness
your usersare lower techthan you are.
digital storytelling
10 hours work, 500 downloads? - be ruthless on ROI
mosaic by stabillo boss
not possible to try them all
be ruthless about ROI
metrics
the “first blank to useblank” trap
figure out why you’re using a tool before you use it
online to coordinate offline work
expertise of the organizers with the tools
getting trapped in the platform
don’t speak, point
internet and external
PR is cheaper than marketing
win at google
choose
be ruthless about ROI
“new” can equal “no one uses it”
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