social media
what works?
ethan zuckerman
october 19, 2008
pop!tech
1950s-60s - age of local organizations
robert putnam - “bowling alone”
rise of the mailing list organization
photo by extraface
“2.2 million people around the world...”
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 organizati...
mosaic by stabillo boss
Hao Wu
Blogger, Filmmaker
Detained February 22, 2006
freehaowu.org
don’t speak - point.
what works?
internal
external
photo by Jerry Luk
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
realtime communication
asynchronous communication
document sharing
scheduling
presence
...
DIY vs. KISS
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 stab...
the “first blank to use
blank” trap
figure out why you’re using a tool before you use it
online to coordinate offline
work
expertise of the organizers
with the tools
getting trapped in the
...
don’t speak, point
internet and external
PR is cheaper than marketing
win at google
choose
...
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Poptech Innovators

A talk on social media for social change offered at the PopTech social innovation fellows meeting in Camden, ME.
Published on: Mar 4, 2016
Published in: Technology      Business      
Source: www.slideshare.net


Transcripts - Poptech Innovators

  • 1. social media what works? ethan zuckerman october 19, 2008 pop!tech
  • 2. 1950s-60s - age of local organizations robert putnam - “bowling alone” rise of the mailing list organization
  • 3. photo by extraface
  • 4. “2.2 million people around the world...”
  • 5. danger that social media is just today’s mailing list can you listen to 3.2 million people?
  • 6. Is online action enough?
  • 7. older organizations tend to assume the internet is just another mailing list web-generation organizations tend to assume that activism is just web organizing
  • 8. mosaic by stabillo boss
  • 9. Hao Wu Blogger, Filmmaker Detained February 22, 2006
  • 10. freehaowu.org
  • 11. don’t speak - point.
  • 12. what works? internal external
  • 13. photo by Jerry Luk
  • 14. what’s your organizational medium? email vs. phone vs. chat vs. skype vs... who’s your least flexible user?
  • 15. realtime communication asynchronous communication document sharing scheduling
  • 16. realtime communication asynchronous communication document sharing scheduling presence face to face
  • 17. DIY vs. KISS
  • 18. why?
  • 19. PR is cheaper than marketing Online presence is PR you control Winning via Google
  • 20. link economy comments freshness
  • 21. your users are lower tech than you are.
  • 22. digital storytelling
  • 23. 10 hours work, 500 downloads? - be ruthless on ROI
  • 24. not possible to try them all be ruthless about ROI metrics mosaic by stabillo boss
  • 25. the “first blank to use blank” trap
  • 26. figure out why you’re using a tool before you use it
  • 27. online to coordinate offline work expertise of the organizers with the tools getting trapped in the platform
  • 28. 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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