SlideShare a Scribd company logo
social media
  what works?




ethan zuckerman
october 19, 2008
    pop!tech
Poptech Innovators
1950s-60s - age of local organizations

  robert putnam - “bowling alone”

 rise of the mailing list organization
photo by extraface
Poptech Innovators
“2.2 million people around the world...”
Poptech Innovators
danger that social media is just today’s mailing list
      can you listen to 3.2 million people?
Is online action enough?
older organizations tend to assume the internet is just
                   another mailing list

web-generation organizations tend to assume that activism
                 is just web organizing
mosaic by stabillo boss
Hao Wu
    Blogger, Filmmaker
Detained February 22, 2006
freehaowu.org
don’t speak - point.
Poptech Innovators
Poptech Innovators
Poptech Innovators
what works?

  internal
 external
photo by Jerry Luk
Poptech Innovators
Poptech Innovators
Poptech Innovators
Poptech Innovators
what’s your organizational medium?
email vs. phone vs. chat vs. skype vs...



   who’s your least flexible user?
realtime communication

asynchronous communication

     document sharing

        scheduling
Poptech Innovators
Poptech Innovators
Poptech Innovators
Poptech Innovators
realtime communication

asynchronous communication

     document sharing

        scheduling




         presence

        face to face
Poptech Innovators
Poptech Innovators
Poptech Innovators
DIY vs. KISS
Poptech Innovators
why?
PR is cheaper than marketing

   Online presence is PR
        you control

    Winning via Google
link economy

 comments

 freshness
your users
are lower tech
 than you are.
digital storytelling
10 hours work, 500 downloads? - be ruthless on ROI
not possible to try them all

  be ruthless about ROI

          metrics




                               mosaic by stabillo boss
Poptech Innovators
Poptech Innovators
the “first blank to use
     blank” trap
figure out why you’re using a tool before you use it
Poptech Innovators
online to coordinate offline
           work

expertise of the organizers
      with the tools

  getting trapped in the
         platform
don’t speak, point

     internet and external

 PR is cheaper than marketing

         win at google

            choose

     be ruthless about ROI

“new” can equal “no one uses it”

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