ORGANIZING IMPACTS OF THE NEW , NEW MEDIA Suren Moodliar, Executive Director Organizers’ Collaborative

Most “Old Media” now has “New Media” divisions Most “New Media” outfits are well into the Web 2.0 revolution, i.e. New New Media So what is it? Electronic/virtual/cyberspace venues and relationships Web 2.o new, interactive, many-to-many cyberspace mechanisms & social spaces

Most “Old Media” now has “New Media” divisions

Most “New Media” outfits are well into the Web 2.0 revolution, i.e. New New Media

So what is it?

Electronic/virtual/cyberspace venues and relationships

Web 2.o new, interactive, many-to-many cyberspace mechanisms & social spaces

Efficient, but rich communication Greater reach Away from the computer Cell phones, internet devices More intimate connections Learn more about individuals Greater back-and-forth Cheaper connections Less in-person contact More virtual connections

Efficient, but rich communication

Greater reach

Away from the computer

Cell phones, internet devices

More intimate connections

Learn more about individuals

Greater back-and-forth

Cheaper connections

Less in-person contact

More virtual connections

It is the strategy or business model that the technology enables that creates the disruptive impact.

Constituency moves to new media Generational shift (10 yr-olds social network [ v ] ) Webkinz , Club Penguin, NeoPets Cartoon Network, Nickolodeon, Disney How to reach social base? Induces panic and mania within organization Got to have a blog! How do I “get Facebook” Do you “tweet”?

Constituency moves to new media

Generational shift (10 yr-olds social network [ v ] )

Webkinz , Club Penguin, NeoPets

Cartoon Network, Nickolodeon, Disney

How to reach social base?

Induces panic and mania within organization

Got to have a blog!

How do I “get Facebook”

Do you “tweet”?

Blogs were supposed to challenge the “old media” But old media has adapted and coopted the blogosphere Just a few major blog destinations get most of the traffic Many nonprofits have blogs that are orphaned ?

Blogs were supposed to challenge the “old media”

But old media has adapted and coopted the blogosphere

Just a few major blog destinations get most of the traffic

Many nonprofits have blogs that are orphaned

Social networking changes the relationship between organizers and their constituency Moves from a one-to-many relationships to a many-to-many network Moves from issue/interest connections to sharing lifestyles Blurs the public and private Redefines “Friend” From personal companion to chosen public “ Public is the new ‘private’”

Social networking changes the relationship between organizers and their constituency

Moves from a one-to-many relationships to a many-to-many network

Moves from issue/interest connections to sharing lifestyles

Blurs the public and private

Redefines “Friend”

From personal companion to chosen public

“ Public is the new ‘private’”

Explore Facebook (b. 2004) Friends Causes Groups Events Explore E-mail Lists (b. 1986) Structure Problems Collaboration

Explore Facebook (b. 2004)

Friends

Causes

Groups

Events

Explore E-mail Lists (b. 1986)

Structure

Problems

Collaboration

Convert information into action Target strategically Focus & control messaging Deploy scarce resources Measure outcomes

Convert information into action

Target strategically

Focus & control messaging

Deploy scarce resources

Measure outcomes

Use a pool Limit issue focus Ignore opposition Finite action Claim victory

Use a pool

Limit issue focus

Ignore opposition

Finite action

Claim victory

Convert information into action Sources of information are much more diverse Many new spheres for action Many new ways to involve people in action Target strategically New targets & venues You & your supporters can become targets Control messaging Many new message arenas Your supporters determine messaging Need to empower & educate supporters

Convert information into action

Sources of information are much more diverse

Many new spheres for action

Many new ways to involve people in action

Target strategically

New targets & venues

You & your supporters can become targets

Control messaging

Many new message arenas

Your supporters determine messaging

Need to empower & educate supporters

Scarce resources New places to deploy (stretch?) resources New resources to tap (if you know where to look) Who are the new lead activists? Measure outcomes Many new indices Yes : Maybe : No (evaluate in context of an iterative relationship with activists) Relative weights change

Scarce resources

New places to deploy (stretch?) resources

New resources to tap (if you know where to look)

Who are the new lead activists?

Measure outcomes

Many new indices

Yes : Maybe : No (evaluate in context of an iterative relationship with activists)

Relative weights change

Actions are no longer discrete activities Organizing and representation of activities continue long after the action itself is over Interpretations and news perspectives are constantly being presented Pool has expanded radically Now a many-to-many relationship Interaction is iterative Relationship is multifaceted Relationship is much more intimate Activists & supporters now hold you accountable

Actions are no longer discrete activities

Organizing and representation of activities continue long after the action itself is over

Interpretations and news perspectives are constantly being presented

Pool has expanded radically

Now a many-to-many relationship

Interaction is iterative

Relationship is multifaceted

Relationship is much more intimate

Activists & supporters now hold you accountable