ORGANIZING IMPACTS OF THE NEW, NEW MEDIA

Suren Moodliar, Executive DirectorOrganizers’ Collaborative

Most “Old Media” now has “New Media” divisions

Most “New Media” outfits are well into the Web 2.0 revolution, i.e. New New Media

So what is it? Electronic/virtual/cyberspace venues and

relationships Web 2.o new, interactive, many-to-many

cyberspace mechanisms & social spaces

Efficient, but rich communication Greater reach▪ Away from the computer▪ Cell phones, internet devices

More intimate connections▪ Learn more about individuals▪ Greater back-and-forth

Cheaper connections▪ Less in-person contact▪ More virtual connections

It is the strategy or business model that the technology enables that creates the disruptive impact.

Constituency moves to new media Generational shift (10 yr-olds social network

[v]) Webkinz, Club Penguin, NeoPets Cartoon Network, Nickolodeon, Disney

How to reach social base? Induces panic and mania within

organization Got to have a blog! How do I “get Facebook” Do you “tweet”?

Blogs were supposed to challenge the “old media”

But old media has adapted and coopted the blogosphere

Just a few major blog destinations get most of the traffic

Many nonprofits have blogs that are orphaned ?

Social networking changes the relationship between organizers and their constituency

Moves from a one-to-many relationships to a many-to-many network

Moves from issue/interest connections to sharing lifestyles

Blurs the public and private Redefines “Friend”

From personal companion to chosen public “Public is the new ‘private’”

Explore Facebook (b. 2004) Friends Causes Groups Events

Explore E-mail Lists (b. 1986) Structure Problems Collaboration

Convert information into actionConvert information into action Target strategicallyTarget strategically Focus & control messagingFocus & control messaging Deploy scarce resourcesDeploy scarce resources Measure outcomesMeasure outcomes

Use a poolUse a pool Limit issue focusLimit issue focus Ignore oppositionIgnore opposition Finite actionFinite action Claim victoryClaim victory

Convert information into action Sources of information are much more

diverse Many new spheres for action Many new ways to involve people in action

Target strategically New targets & venues You & your supporters can become targets

Control messaging Many new message arenas Your supporters determine messaging Need to empower & educate supporters

Scarce resources New places to deploy (stretch?) resources New resources to tap (if you know where to

look) Who are the new lead activists?

Measure outcomes Many new indices Yes : Maybe : No (evaluate in context of an

iterative relationship with activists) Relative weights change

Actions are no longer discrete activities Organizing and representation of activities

continue long after the action itself is over Interpretations and news perspectives are

constantly being presented Pool has expanded radically

Now a many-to-many relationship Interaction is iterative Relationship is multifaceted Relationship is much more intimate Activists & supporters now hold you

accountable