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The New Environment for Advocates & NGOs

by Pew Research Center's Internet & American Life Project

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Director Lee Rainie presented 10 fresh realities of the digital age to journalists, government officials, and leaders of non-governmental organizations from 33 countries.

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The New Environment for Advocates & NGOs Presentation Transcript

The New Environment for Advocates & NGOs 10 fresh realities of the digital age State Department Visitors Program January 17, 2012 Lee Rainie: Director, Pew Internet Project Email: [email_address] Twitter: @Lrainie

Digital Revolution 1 Internet (83%) and Broadband at home (67%) 71% 67%

Digital Revolution 2 Social networking – 50% of all adults % of internet users

Digital Revolution 3 Mobile – 84% 327.6 million Total U.S. population: 315.5 million 2011

Mobile internet connectors – 63% adults

35% own “smartphones”

New Reality 1) The world is full of networked individuals using networked information Image attribution: Flickrverse, Expanding Ever with New Galaxies Forming Cobalt123 http://www.flickr.com/photos/cobalt/34248855/sizes/z/in/photostream/

New Reality 2) Giant changes in civic culture and mediasphere have created new opportunities for NGOs and activists

New reality 2) Corollary

New civic actors are emerging with social media

New reality 2) Corollary

Do-it-yourself/hacker ethic of networked individuals can be tapped to fill gaps

New Reality 3) The is no high-tech secret sauce for effective message making

New Reality 3) Corollaries

Credibility is assessed through multiple filters

Trusted information sources (including search engines)

Personal beliefs/experiences

Social networks

Aggressive fact checking

Yes, bad information hangs around, but it can be attacked in several ways

Recanting

Better information, especially from multiple sources

New Reality 4) Mass-media megaphones still matter to getting a story out, but new messaging opportunities have emerged David Edelman: “Branding in the Digital Age: You’re Spending Your Money in All the Wrong Places,” Harvard Business Review http://hbr.org/2010/12/branding-in-the-digital-age-youre-spending-your-money-in-all-the-wrong-places/ar/1 apps

New Reality 5) There are stages of engagement with audiences and each has a different weight http://www.idealware.org/articles/engagement-pyramid-six-levels-connecting-people-and-social-change

New reality 5) Corollaries

The social media space is a “fifth estate” with a different civic sensibility

Facebook is different from Twitter

Social media users are semi-elite, they do not represent everybody

Lurkers matter as an audience that is watching and assessing

New Reality 6) Influence is migrating from organizations to networks and new “experts”

Traditional experts with new platforms, esp. blogs

Amateur experts who are avid contributors – sometimes with tribes

New algorithmic authorities

New Reality 6) Corollaries

Social networks are more influential and are differently segmented and layered

Sentries

New Reality 6) Corollaries Evaluators Social networks are more influential and are differently segmented and layered

New Reality 6) Corollaries

Social networks are more influential and are differently segmented and layered

Audience

New Reality 7) The flow of news has changed – and so have people’s attention zones

Continuous partial attention to media streams

Immersion in deep dives

Info-snacking in free moments

New Reality 8) All organizations are under more scrutiny and transparency is a new marker of trust

Surveillance – powerful watch the ordinary

Sousveillance – ordinary watch powerful

Coveillance – peers stalk peers

New Reality 9) The age of big data is upon us – and will give new power to analytics

New Reality 10) Critical uncertainties remain

The architecture itself

Information policies

Social norms and attitudes

Thank you!