Posts about web2.0
Web 2.0 refers to the trend among websites to engage in conversations with their visitors, rather than simply acting as a digital billboard or brochure. In the context of online social change, web 2.0 is about engaging supporters with effective tools and drawing a campaign's power to effect change from the participants themselves.
I’m also highlighting this because it is a terrific example of using social news sites like Digg and Reddit to promote a cause … I had (wrongly) assumed that getting to the top of social news sites was a matter of dumb luck or that if something went viral. But there’s strategy involved and a tool to help you execute it.
Those groups that have found advocacy success on FacebookFacebook is a social network encouraging real identity — each user has a single account under their full, real name. Facebook began among US college students but has quickly expanded to people of all ages around the world. tend to adopt
an approach that USES the one-on-one nature of the site. As one small
example, I spoke to a group of pro-choice activists a few weeks ago,
many of whom work with students on college campuses. When I asked how
Facebook fit into their work, the overwhelming response was that it was
essentially an email replacement — they employed Facebook messages to
reach individual supporters or small groups of supporters when they
were preparing for events or promoting a particular message. The
Genocide Intervention Network demonstrates a much more comprehensive
and strategic approach but the same basic idea: as Ivan Boothe wrote last year<.
Note that Ivan is describing something very different than traditional
mass communications: heâ€™s talking about working closely (no doubt
frequently one-on-one) with people on Facebook and other networking
sites over a long period of time to help build a cadre of very
committed activists — something that most electoral campaigns (and even
most issue advocacy campaigns) simply canâ€™t do, whether because of lack
of time or lack of resources.
Offering concrete ideas for how to solve a seemingly insurmountable problem can give people a sense that they, as individuals, have a stake in an issue. The Genocide Intervention Network links to a list of “ten things you can do to stop genocide.” Ivan Boothe argues that these steps, broken down into easily digestible chunks, give people an easy way to participate. Although they also link to the Genocide Intervention Network’s main web site, that isn’t always the point. “A number of these steps aren’t even within our organization,” Boothe says. This sort of advocacy is similar to bottom-up, open-source collaborative projects like Wikipedia, in which no one group has proprietary ownership over an idea or a product; instead, the goal is a constant generation of awareness and ideas. A MySpaceMySpace is a social network that is not built around a single identity. Users can and do have multiple profiles, with no restrictions on the “names” they use. MySpace is used by many musical groups. page, says Boothe, isn’t simply an advertisement for an organization, “it’s a tool for mobilizing people for different kinds of action.”
“A place to capture and share ideas, experiment with and exchange links and resources about the adoption challenges, strategy, and ROI of nonprofits and social media.” Beth Kanter explores the social use by nonprofits of images (e.g., FlickrFlickr is a social media site for photographs and digital images. Like a social network, it allows users to “friend” one another, join groups, and see a recent-updates feed of their own and their friends’ images. Flickr is owned by Yahoo!.), video (YouTubeYouTube is a social network built around video content: posting, sharing, rating and commenting.) and microblogs (TwitterTwitter is a social network built around short status updates — a combination of microblogging and instant messaging, with the ability to post from mobile phones through text messages.), among other technologies.
“Online advocacy tools and tactics.” Colin Delany explores the intersection of politics and technology, with a specific focus on nonprofits and social change organizations using innovative methods and online technology to achieve their goals.
Salsa Labs’ Democracy in Action platform is a nonprofit that provides online advocacy and fundraising suites for nonprofits — if you’ve signed a petition or made a donation online, chances are likely you’ve encountered Salsa’s software. The Salsa blog highlights successful online advocacy and fundraising campaigns by their customers and other organizations. Great for inspiration!
NetSquaredNetSquared is an organization “remixing the web for social change” by bringing together nonprofits, activists, techies, social entrepreneurs and funders. These articles deal with using social technology for social change. is a community of nonprofits and groups who are using technology — especially social networks and social media — for social change. In addition to the blog<, NetSquared sponsors gatherings in many cities called Net Tuesdays<.