Social media activism


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Presentation for Canadian Film Centre class regarding social media & activism. Emphasis on microblogging platform to raise awareness, gain momentum & usurp MSM. Final musings on importance of humour to keep conversations going online, attract attention & stay relevant.

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  • almost 1/3 of all G20 tweets were “RT”ing content only 2% of high authority users chimed in, incl RTs
  • online outlets keep tradition of humor in civil & human rights advocacy alive founders incl. gonzo journalism/satire of Hunter S. Thompson & Youth International Party hijinx of Abbie Hoffman…
  • exceptional about humor in/after the G20 was the speed with which witty slogans, signs & chants traveled thanks to online video, social networks & twitter.   Surreal exchanges between protesters & police captured, streamed & shared in realtime, there is a posturing among the posse acknowledging that they are staging their own viral-version of a Heritage Moment.  My favourite was the ‘Riot Suit Remix’ by Drown Radio, featured on Laughing Squid
  • ‘ the best movie about a start up ever’ & a nod to my family history of working to promote literacy (not that my writing style would reflect this…).  In May, the fine folks at Improv Everywhere wanted to show the NYC library patrons that their public resource was in jeopardy Captured stunt on digifilm to share with the world, create some buzz, corral supporters & pressure the decision-makers.  Be sure hop over to the IE blog for a full write-up of the ‘mission’
  • An impetus to integrate slicker, catchier, more timely, and funnier videos will be felt my many advocacy organizations in the months ahead. Last week, the Pew Internet & American Life Project reported that, thanks to broadband penetration, sprawling content options and the capabilities of smartphones, video viewership has increased exponentially since 2007 (now 7/10 adults view or download videos online). More interesting than this ‘no duh’ stat is that both political and humorous ‘genre’ vids have doubled viewership rates. Political videos held the attention of 15% of online users in 2007 and now reach 30%; and comedic/humorous videos were accessed by 31% of internet surfers in 2007 and now are screened by 50% of adults online. When it comes to creating & uploading videos, gender and age parity is starting to emerge, though men are still more likely to be watching video content online than women. Overall the younger, wealthier and more educated users access vids, which correlates with broadband connectivity and hardware capabilities.
  • Social media activism

    1. 1. social media & activism canadian film centre presentation october 8th, 2010
    2. 2. another loathsome social media 'expert' <ul><ul><li>Community Manager, Province of Ontario (Cabinet Office) </li></ul></ul><ul><ul><li>Digital Team Leader, Strategist (Argyle Communications) </li></ul></ul><ul><ul><li>Public Affairs & Digital Communications Senior Consultant (H&K) </li></ul></ul><ul><ul><li>Communications & Programs (Austin Music Foundation) </li></ul></ul><ul><ul><li>Focus on:  Measurement/analytics (reports); Blogger relations (emails); Online content creation (writing+URLs) </li></ul></ul><ul><ul><li>Past-life clients - WarChild, WaterfrontTO, Molson, HP, Intel, Moto, Cisco, Coke, COC, CBCF, BetterPlace... </li></ul></ul><ul><ul><li>Real-life work - ChangeCamp, GovCamp, Wellspring, Churchill Society, NGO help, NXNE, AMF... </li></ul></ul>
    3. 3. waste of your tax $? <ul><ul><li>avg Canadian online 17hrs/week </li></ul></ul><ul><ul><li>88% Ontarians online </li></ul></ul><ul><ul><li>83% Canadians seek government info online </li></ul></ul><ul><ul><li>80% Canadians on social networks </li></ul></ul><ul><ul><li>51% of Ontario, 67% of Toronto 18+ on Facebook </li></ul></ul><ul><ul><li>4 of top 10 sites in Canada are social media (Facebook, YouTube, Twitter, Wikipedia)  </li></ul></ul><ul><ul><li>Ontario's social media enabled Newsroom ended dependency on wire service & acts as outlet for direct communication w/ citizens </li></ul></ul>
    4. 4. wikinomics' authors' view
    5. 5. g20 & twitter case study <ul><ul><li>analytics software 'Sysomos' Sunday night of protest weekend </li></ul></ul><ul><ul><li>385K+ tweets reached 448M </li></ul></ul><ul><ul><li>sample 500 'G20' tweets: > 3% pos.  18% neg. & < 80% neutral </li></ul></ul>
    6. 6. impact <ul><ul><li>twitter perfectly suited for live IRL citizen reporting </li></ul></ul><ul><ul><li>power of the 'RT' - photos, videos, URLs, OHs, quips spread with boggling momentum </li></ul></ul><ul><ul><li>  'real' journos compelled to join, participate, share </li></ul></ul><ul><ul><li>re-adjusts newscycle & sources  </li></ul></ul><ul><ul><ul><li>supplanting journo-solicited quotes  </li></ul></ul></ul><ul><ul><ul><li>used for photos in MSM </li></ul></ul></ul><ul><ul><ul><li>embedded in news sites as a live blog </li></ul></ul></ul>
    7. 7. keep the conversation going? be funny.
    8. 8. remix culture -> g20 content
    9. 9. who you gonna call? (twitter+youtube is a good start...)
    10. 10. advocacy & video <ul><ul><li>7/10 Americans download or view videos online </li></ul></ul><ul><ul><li>political & humourous vids doubled viewership in 3 years </li></ul></ul><ul><ul><li>  30% adult users screen political vids; 50% for humour  </li></ul></ul><ul><ul><li>mobile phones becoming easier, faster, sophisticated in capturing & uploading video content </li></ul></ul><ul><ul><li>feeds cycle of Twitter as 'outlet'/community, YouTube as archive/machinery, but advocacy will always require 'traditional' outreach, seeding, influencer/media relations </li></ul></ul>