Using social networks to promote your cause a.k.a. “Don’t push the river, it flows by itself.” Ruby Sinreich Director of New Media Strategy

MySpace and Facebook didn’t invent social networks.

We already had “social marketing” too. So... what makes networks into “swarms?”

Strong Social Ties Common Story Dense Communication Grid Sharing Culture Network Awareness Five elements of effective networks:

Strong Social Ties

Common Story

Dense Communication Grid

Sharing Culture

Network Awareness

Strong social ties Personal relationships Trust Awareness 1

Meetups, conferences, parties http://environment.meetup.com http://www.flickr.com/photos/rbucich/3623885548

Online social networks (duh)

Common story Shared language Collective narrative 2

Community-created ad messages After 1100 entries and more than 5.5 million total votes cast, the results are in. From among 15 amazing finalists, a panel of top filmmakers, artists, musicians, and progressive heroes picked the winning ad, "Obamacan." www.obamain30seconds.org & www.bushin30seconds.org

Collective editing, hive mind?

Being unique… together www.friendsforpeace.org & www.sorryeverybody.com

Dense communication grid Facebook, Twitter, Blogs E-mail, IM Phone, SMS Face-to-face 3

Facebook, Twitter, Blogs

E-mail, IM

Phone, SMS

Face-to-face

Feeds (Facebook, RSS, etc.)

Blogs build community, not just online http://www.dailyKOS.com

Netroots Nation on the web, in Second Life, & in person

Culture of sharing Data, information Skills & expertise Money Space 4

Sharing knowledge http://en.wikipedia.org/wiki/Climate_change

Sharing skillz to make great software

Network awareness Feeling like a member Knowing what the network is for 5

Flash mobs for fun and advocacy London -Daily Mail San Francisco -New York Times “ Olympic Torch Route Changed in San Francisco”

Strong Social Ties Common Story Dense Communication Grid Sharing Culture Network Awareness One more time...

Strong Social Ties

Common Story

Dense Communication Grid

Sharing Culture

Network Awareness

Examples

Twitter: socialblogsharingmobilenetwork

“ You lie!” In the week after Wilson's outburst, Miller had raised $1.6 million, about three times his 2008 campaign, while Wilson raised $1.8 million. - Wikipedia The Democratic National Committee reportedly raised $1 million the day after Obama's speech, a haul credited in part to outrage over Wilson's outburst. - Newsweek

Want more? More examples, comments, ideas: hastac.org/tag/networks lotusmedia.org/5things netcentriccampaigns.org Contact me: e-mail = ruby.s@duke.edu IM = rs178@jabber.duke.edu phone = 919-883-5224

More examples, comments, ideas: hastac.org/tag/networks lotusmedia.org/5things netcentriccampaigns.org

Contact me: e-mail = ruby.s@duke.edu IM = rs178@jabber.duke.edu phone = 919-883-5224