Benjamin Crump Civil Rights Attorneyimage source: NPR
“They phoned the Rev. Al Sharpton almost instantly, and organized marches with local civil-rights activists.” - The Miami Heraldimage source: trbimg.com, nyoobserver
March 5, 2012 A local lawyer brought in publicist Ryan Julison to get the story in front of the media. - Reutersimage source: trbimg.com, nyoobserver.com, Orlando Sentinel
March 8, 2012 First press conference by Trayvon’s parentsimage source: Orlando Sentinel
March 8, 2012 CBS This Morning airs segment on Trayvon.image source: CBS
March 12, 2012“Sanford Police Chief Billy Lee said there is noevidence to dispute...George Zimmermansassertion that he shot 17-year-old TrayvonMartin out of self-defense.” - ABC Newsimage source: mintpress.net
March 13, 2012 NAACP sends public letter to Department of Justiceimage source: NAACP
March 23, 2012 POTUShttp://www.hlntv.com/video/2012/03/23/president-barack-obama-talks-trayvon-martin
What happened during these two weeks?“no evidence to dispute...self-defense”
Despite the CBS segment, media didn’t really picked up the story until the 3rd week of March. - Pews Center for Excellence in Journalism Trayon Martin Shooting: Media Penetration What kept the story alive during the 2nd week of March?image source: Center for Excellence in Journalism
March 8, 2012 Kevin heard about the case on the Howard University email listserv.image source: Change.org
March 8, 2012 He started a Change.org petition.image source: Orlando Sentinel
“It gave the growing number of people searching Google for ‘Trayvon Martin’ a placeto go, an action to take.” - Matt Stempeck, Center for Civic Media
March 19, 2012 Three bloggers hear about the petition and decide to host a Million Hoodie March to encourage signatures. They announced the march on YouTube.image source: https://www.youtube.com/watch?v=JPDNic9mbC0
March 20, 2012 Other online progressive networks ampliﬁed the video and the event.image source: DailyKos
A Facebook event page makes the details accessible and shareable.image source: Facebook
March 21, 2012 Turnout was impressive.image source: Flickr/Time Schreier
On that day, the petition did reach 1 million signatures.
Twitter - particularly celebrities with lots of followers - were also important in keeping the story alive that week. Change.org did active outreach. - Matt Stempeck, Center for Civic Mediaimage source: Matt Stempeck
As a point of comparison... March 8, 2013 CBS This Morning reached 2.56 million viewers with their Trayvon segment. March 20, 2013 MC Hammer reached 2.6 million followers when he tweeted about Trayvon.image source: CBS, Twitter
April 11, 2012 George Zimmerman is arrested.image source: NPR
We are living in a timewhere civil society has a hybrid form.
On one side Historic networks based on longterm relationships and powered by formal nonproﬁts. On the otherShort-lived networks created by strangers and powered by social media.
Historic networks need to learn how to engage the power of new ones.
They need to listen and adopt effective innovations. April 1 March 24 March 21 March 26
They need to listen and adopt effective innovations.
The Trayvon Martincampaign is a case study in listening and adaptation.
Trayvon’s parents began with traditional media and ofﬂine civil rights networks. Hoodie symbol came from the digital campaign. Great campaigns are hybrid. ...so did the petition. ... but it was more successful because the ofﬂine campaign adopted it.image source: ionetheurbandaily image source: Change.org
Adaptation is necessarybecause historic networks are no longer in control.
People will not askpermission to join your cause.
People will not ask permission to join your cause.And you’ll be lucky that they didn’t.
You will not only need to create coalitionswith other nonproﬁts
You will also need to engage withpassionate individuals.
The ﬁrst step is to listen.These are great tools for mass listening.