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Hype, hype, and more hype: To many, the whole Web 2.0 revolution feels like one big bandwagon with little relationship to real-world concerns. And let’s face it: A Twitter account and a Facebook page will not change the world all by themselves. But let’s talk about what’s at the heart of the social web, and where its potential for real change lies. Web 2.0 has been around for a while now, and we’ve learned some important lessons about what works. In this presentation, I share five effective strategies for facilitating social change movements online, and encourage you to identify your own top priorities for using the social web to further your organizational mission.