I have been thinking about how organizations, and especially what I call change-agent organizations, can use Web 2.0 tools to get their message across with the greatest impact. This combines both marketing and organizational concerns. Social Media involves networks and groups but the agents are still individuals. How individuals collaborate within a group will define the message of that group.
"Online social networking sites, or socnets, are changing how people get their political news.
Scott's point, "What the article made me think about was that it's one thing to believe that change is occurring, it's quite another to be doing something about it — what are associations doing about it?"
If political advocacy is a major part of your mission, do you know the quantity and quality of the involvement of people affiliated with your organization in social media? Are they pushing forward ideas that synch with your organization? ... How are you training members to get involved in these areas? The circle of people who are engaging in these online communities has grown too large, and the circle who read without engaging is also larger still. ... In 2008, it's too numerous to count in both large and small ways. ... The next page is already beginning to turn; you need to make sure your organization has something to say about what is written on it.
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