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Social Networking Tools: How do I use them in my Organization?. Greg Nelson CTSG greg.nelson@ctsg.com. The Networks Exist (or are being built). The Networks exist, how do we take advantage of them, incorporate them into our organizational strategy, and learn from them. The Challenge Issued.
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Social Networking Tools: How do I use them in my Organization? Greg Nelson CTSG greg.nelson@ctsg.com
The Networks Exist (or are being built) The Networks exist, how do we take advantage of them, incorporate them into our organizational strategy, and learn from them
The Challenge Issued Ego-Centric Vs. Network Centric "The tools of digital democracy enable us to become activists with a new flexibility and independence. Email lists, online petitions, meet-ups and blogs have altered citizens' expectations for how advocacy groups should engage their members. MoveOn.org and the Howard Dean campaign have pioneered new models for democratic, flexible, "network-centric“ approaches, but many organizations stick resolutely to traditional "ego-centric" methods. There's a simmering tension between ego-centric thinking and network-centric thinking - the tension between the institutional power that emanates from an organization and the transactional power that inheres in its members' myriad interactions.” http://journal.planetwork.net/article.php?lab=miller0704
Face-To-Face “Dean supporters do not drive 200 miles through 10 inches of snow to see a political candidate or a representative of his staff. They drive that far to see each other.” Samantha Shapiro, The New York Times Magazine
Technology for Organizations "The Internet is moving from information technology to organizing technology. I e-mail you that I like Dean, maybe you'll tell your wife. If I tell you face to face, you'll tell everyone.“ Zephyr Teachout, Dean Director of Internet Organizing http://www.baselinemag.com/article2/0,3959,1386982,00.asp
What purposes might Social Networking help an organization? • Hiring / HR • Event Promotions • Grassroots Fundraising • Advocacy Organizing • Volunteer recruitment • Field Campaigns
What institutional challenges might you face? • Resistance to the lose of control • Cost? • Resistance to Change? • Others? • Snam?
What type of social networks are out there? • Existing commercial networks – MeetUp, Friendster, Ryze, LinkedIn • Informal networks – IndyVoter, • Cause-based networks (for and non-profit) – Care2 Connect • Institutional networks (corporate) • Others?
Creating Your Own Network • IndyVoter • LCV EnviroVictory: www.envirovictory.org • Kerry Core: http://volunteer.johnkerry.com • GWB Virtual Precinct: http://www.georgewbush.com/VirtualPrecinct/ • Choicester: http://www.donordigital.com/naral/choicester/
Example of the Network in Advocacy • Tom’s Petition – Assault Weapons Ban • www.tomspetition.org • http://www.tomspetition.org/impact.php?uid=c85391896b99b543ad717d12d5bc7572
Case Study: Common Cause and MeetUp • Used MeetUp as a Field Organizing Tool • http://fightbigmedia.meetup.com/ • www.commoncause.org/meetup • 7,000 signups, 400+ cities • But Common Cause pulled the plug. Why?
For More Information • greg.nelson@ctsg.com • http://www.network-centricadvocacy.net/ • http://www.movementasnetwork.org/
Title • The strength of these networks is the strength of the people in them and the bonds that bind them • Nonprofits are also people-centered, often relying heavily on volunteers
