Social Media for advocacy


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Social Media for advocacy

  1. 1. Social Media forYouth AdvocacyUtsav Maden, umaden@icimod.orgInternational Centre for Integrated Mountain DevelopmentKathmandu, Nepal
  2. 2. Do You Know Social? Social networks icons courtesy
  3. 3. History of Social Networks • social networking sites extended as a tool to connect family and friends, • has evolved into an effective knowledge sharing tool exclusively used by private and non-private organisations • Used as a platform to – communicate their interests, – engage with their clients/stakeholders, promote and market products, and – increase visibility to a global audience.
  4. 4. What is Social Media? • "a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content. (Kaplan & &Haenlein 2010) • “Social media is using the Internet to collaborate, share information, and have a conversation about ideas, and causes we care about, powered by web based tools.” – [We Media] • Social Media is for communitainment (Community, Communication and Entertainment)
  5. 5. Why social media?• connecting and building relationships with other people via social networks;• collaborating and doing things with other people;• creating and sharing content; and Photo: Flickr/LizaWasHere• finding, using, organizing and reusing content.• 62% of adults worldwide now use social media• Brazil has the highest online friends while Japan has the lowest. FAO 2009
  6. 6. Social Networks• Facebook, LinkedIn, Twitter, Google+, Myspace, pinterest among many others.• 6° of separation??• See connections that are hidden in the real world• Your very own profiles and now Vanity URLs• LinkedIn - Resume 2.0, get references on your online resume (professional networking) – 75 million registered users Wikipedia
  7. 7. Facebook• An audience of over 900 million users.• Pitch ideas, post updates or share multimedia related to projects• Public profiles and/or a private group for niche work• Facebook pages and groups• Causes, events, pages• UNEP and U, ICIMOD, SEN•
  8. 8. Why Twitter?• Web 2.0 version of IM (Instant Messaging)• Its free, highly mobile, very personal and very quick.• This is where the conversation is!• Hashtags # allow trending topics• Connections• Awareness• Opportunity• Notable non profits/advocacy groups on Twitter - Greenpeace, President Obama, World Food Programme, UNEP Photo: Practika
  9. 9. YouTube• A video sharing/hosting service• 106.7 million unique visitors per month• 2nd most used search engine in the world• Who’s in it? – Adovacy groups (PETA, Greenpeace) – Universities (lectures available under open courseware) – Multilateral orgs.(ICIMOD, UNEP, FAO)• Similar websites: Vimeo, Blinkx,, BlogTV, Brainpop,• Youtube for Scientists (
  10. 10.• Manage, tag, annotate and share bookmarks• Collaborative tagging• Supports folksonomies• Possible tags for this event?• Social media, Learning, Tools, Introduction, youth, networks, training, advocacy• Similar collaborative bookmarking sites – Digg, Stumbleupon, Reddit• Zotero, Mendeley, Researchgate Photo: Flickr/Beth Kanter
  11. 11. Flickr• More than 5 billion images• Your very own photo montage• Sets, galleries and contacts• Communities –groups• Licensing your content?• Similar services – Picasa, Panoramio, Twitpic, Photobucket, Webshots, instagram• 500 million photos and that about 4.5 million new photos were uploaded per day on
  12. 12. Collaborative editing• Wiki – Hawaiian for quick• Allows multiple editors• Retains versions• Wikipedia - World’s biggest collaborative encyclopedia• Wiki farms – your very own wiki (PBspaces, Wikispaces, Wikia)
  13. 13. Blogging, Microblogging, lite-blogging• Maintaining a diary online• Writing about things that make you Blogger tick –your experiences and your Wordpress impressions Typepad• Connect with people with similar Twitter interests Posterous• Reuse/share content Tumblr• Contribute/collaborate to a network Networked Blogs• Report live from an event (such as this one???)
  14. 14. Social media for advocacy• the first "international flash mob"• March 22, 2008. Over 25 cities around the globe• the worlds largest flash "international flash mob”/ Wikipedia mob to date; random people in their pjs orchestrated a pillow fight on the streets• Photo: Flickr/Prinzaffiro
  15. 15. Crowdsourcing • Crowdsourcing is a process that involves outsourcing tasks to a distributed group of people • Research and Development (project Surya) • Brainstorming Tasks • Design Tasks • Knowledge Tasks • Promotional Tasks • Testing Tasks
  16. 16. Crowdfunding • A collective cooperation, attention and trust by people who network and pool their money together, usually via the INTERNET, in order to support efforts initiated by other people or organizations. • Kickstarter, IndieGoGo, • GoFundMe, ChipIn, RocketHub and loads more!! • (Indonesia)???
  17. 17. Problems• Access• Publicity Vs privacy• Security (Phishing, Click jacking, XSS)• Everybody’s doing it and everybody’s an expert• Crowdvoiced- Experts get lost in the crowd.• Intellectual property issues• MisunderstoodPhoto:Flickr/ikmick
  18. 18. What can we do? • Tweet, blog, contribute, collaborate!! • • • #apyf2012 • .
  19. 19. Further reading • D.M. Boyd, N.B. Elliso, Social Network Sites: Definition, History and Scholarship ( • Electronic Frontier Foundation, “Privacy” ( • Facebook. (2010). Retrieved 09 19, 2010, from • G. McGovern, Expert or Amateur? Both ( • HAPPE, R. (2010, 3 17). Differentiating Between Social Media and Community Management. Retrieved 09 19, 2010, from community- • Hanson, M. (2009, 12 8). Is Social Media worth your time? Retrieved 9 19, 2010, from Harvard Business Review: • IMARK. (2009). IMARK – Web 2.0 and Social Media for Development. IMARK – Web 2.0 and Social Media for Development. FAO. • J. Stoddart, PrivacyComm - Office of the Privacy Commissioner of Canada. “Video: Privacy and Social Networks” ( • J. Battelle, Packaged Goods Media vs. Conversational Media ( • • List of social networking websites. (2010, September 22). In Wikipedia, the Free Encyclopaedia. Retrieved 20:11, September 23, 2010, from • M. Wesch, Video: Web 2.0 ... The Machine is Us/ing Us ( • OReilly, T. (2005, 09 30). What Is Web 2.0? Retrieved 09 22, 2010, from • OECD, Participative web: User-created content ( • Richard Heeks. (2010). Development 2.0: Transformative ICT -Enabled Development Models and Impacts. University of Manchester, UK: Centre for Development Informatics, IDPM, SED. • Social networking in plain English ( • Stay Safe Online, “Safety and security Social Networking tips” ( • UC Berkeley, Teaching Library Internet Workshops, “Evaluating Web Pages: Techniques to Apply & Questions to Ask” ( • Vint Cerf on how the Internet changed communications ( cx_de_1024cerfnet.html) • Web2forDev Gateway. The starting point for your Web 2.0 learning and sharing experience in the context of development work. ( • What is Creative Commons? (n.d.). Retrieved 09 16, 2010, from • What is social networking? ( • Wiegand, B. (2010, 8 17). Top Ten Technology and Social Media Resources for Nonprofits. Retrieved 09 19, 2010, from
  20. 20. Thank you