Social Media For Social Good Class 4 - Discussing the Groundswell

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A Discussion of Groundswell, by Charlene Li and Josh Bernoff

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Social Media For Social Good Class 4 - Discussing the Groundswell

  1. 1. Georgetown University Social Media for Social Good February 10
  2. 2. Groundswell
  3. 3. Groundswell <ul><li>Discusses the phenomena of mass movement online </li></ul><ul><li>Attributes of the groundswell </li></ul><ul><ul><li>Viral/grassroots </li></ul></ul><ul><ul><li>Uncontrollable </li></ul></ul><ul><ul><li>Can yield great impact </li></ul></ul><ul><ul><li>If engaged, organizations Must listen </li></ul></ul><ul><ul><li>Requires participation </li></ul></ul><ul><li>Number One Lesson: Relationships, not technologies </li></ul>
  4. 4. Examples <ul><li>Digg – 09 F9 11 02 </li></ul><ul><li>Alpha Moms </li></ul><ul><li>Mini USA </li></ul><ul><li>Blendtec </li></ul><ul><li>Toys R Us & L.L. Bean </li></ul>
  5. 5. Social Technographics Ladder
  6. 6. Defining Strategy <ul><li>A plan, method, or series of maneuvers or stratagems for obtaining a specific goal or result. </li></ul>
  7. 7. Groundswell Technology Assessment <ul><li>Does it enable people to connect with each other in new ways? </li></ul><ul><li>Is it effortless to sign up for? </li></ul><ul><li>Does it shift power from institutions to people? </li></ul><ul><li>Does the community generate enough content to sustain itself? </li></ul><ul><li>Is it an open platform that invites partnerships? </li></ul>
  8. 8. Technologies Are Tactics <ul><li>But are these “strategies” tactics as well? </li></ul><ul><ul><li>Listening </li></ul></ul><ul><ul><li>Talking </li></ul></ul><ul><ul><li>Energizing </li></ul></ul><ul><ul><li>Supporting </li></ul></ul><ul><ul><li>Embracing </li></ul></ul>
  9. 9. Talking with People <ul><li>You must respond </li></ul><ul><li>You need to be candid and transparent </li></ul><ul><li>You may even need to initiate with conversations about them </li></ul><ul><li>Assignment: Twitter Conversations </li></ul>
  10. 10. Introducing Charlene Li Photos: Charlene Li, Beth Kanter and Geoff Livingston (image by Shashi Bellamkonda)

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