Last week I facilitated the #4Change global twitter chat with Tom on Cause Fatigue. It was an awesome one. When the chat ended I was left with what I have just call in the past “the feeling.” The purpose of this article is to explore exactly what that “feeling” is and why it is important.

Describing “The Feeling” of A Great Twitter Chat

When I participate in or moderate a twitter chat that has gone well I experience a range of emotions which I will attempt to describe here:

Convergence - Diverse and distributed individuals coming together to make something common happen in real time.

Discovery - The exploration of ourselves, each other, our thoughts, common issues, topics, information, links, articles, books, videos and other resources which are not always know by any one individual, expert or practitioner.

Conversation - Intense, thoughtful, deep conversation about something which is of interest.

Connection - Forging lasting connections because of meaningful interactions around common actions.

Collaboration - The contributions of individuals to co-create something together, which is otherwise not possible.

Serendipity - The experience of encountering “randomness” or “pseudo-randomness” (I don’t think they are random at all but that is for another article), the bridging of degrees of social, societal, organizational and global separations.

Openness – An open door through a relatively open platform, though which any peer can step at anytime. All opinions welcome, wanted and valued.

Rich Discussion – When participating in the face to face chats with different sized groups there are certain physical limits. With the microblog medium it is possible to participate in multiple conversations or conversation threads at once. The conversation can converge, diverge and re-converge whenever it needs to. A more rich conversation can happen where once it was limited physically.

Learning - Often times when joining in a microblog chat (or any meeting for that matter), people think or believe that they may already know a good deal about a subject or topic. But through the virtual convening of eclectic individuals, perspectives and backgrounds in open conversation a greater truth, knowledge or experience has the potential to reveal itself to all.

The feeling that I have described above is the not like any other feeling I have experienced in life. To be completely honest it can indeed be quite compelling, borderline intoxicating. It is this overwhelming sense of so many “things” mashed together that it becomes a nearly nonsensical and indescribable emotional mashup. But the first time you feel it, you just know somewhere deep inside and something changes in you forever. It is a sense of awe and amazement, the one you first experienced as a kid discovering the world.

Your “reality” is not the same as it was before feeling that (social media working). You don’t look at things or think about things the same way that you did before. The mind begins to race with the possibility of change on a much grander scale then imagined in previous moments. The ideas come in waves like tsunamis, time becomes some elusive thing that you need more of to make so much more happen. Something is working and happening on a higher level that was not really possible before these social web technologies emerged and took flight on the Internet a half a decade ago.

Why I Participate In #4Change Microblog Chats

Everyone has their own reason for joining different events, conversations and happenings both virtual and real. The reason I participate in the #4Change Twitter Chats (microblog chats) is because of two things which I know to be at the heart of social media and social change:

1. The Feeling (As described above)
2. My Peers (#4Change team/fellow tweeps)

Disclosure – This article has been cross posted to Zero Strategist

Thanks everyone who attended or contributed to February’s #4Change Chat on the topic of Cause Fatigue, the chat was indeed interesting and lively! This is not at complete transcript of the conversation, but rather a curated recap which aims to tie the conversation threads together.

If you have any additional ideas, insights, resources or writings on cause fatigue please leave comments, post links or use the #4change hashtag to tweet your post! You can always review the entire chat by searching the #4Change hashtag on twitter.

Q1. How do you define cause fatigue?

amycarolwolff Cause fatigue is what occurs when communication about an issue becomes uncreative and stagnant.

tomjd I think Cause Fatigue is when stories no longer resonate – ppl get used to issue, it comes normal, acceptable. Loss of outrage.

zerostrategist @amycarolwolff A1: I think #cause #fatigue is when you dread having to support a cause that you really love supporting

realize_ink @tomjd Agreed. I’d add that it’s what happens when comms re: issue no longer tap their core values. Values may’ve changed

zerostrategist @tomjd A1: I think Cause Fatigue is when people lose all passion to act for a cause to which they are dedicated or do believe in

Q2. What are some of the contributing factors to cause fatigue?

tomjd Another factor is loss of belief in change. Ppl accept status quo. Consider all parties “interest groups”, all equally suspicious.

zerostrategist A2: Inefficiency in general, lack of a cohesively communicated & executed strategy, few resources can be big factors in c-fatigue

memeshift @zerostrategist I think *attention* is just such a resource internally (org)/externally(supporters)

tomjd @memeshift Totally agree with “attention” as a resource to be more carefully managed. This is why I Q all the big giving comps

tomjd @memeshift like Chase, Pepsi, etc – when orgs r repeatedly mobilizing supporters for these comps their attention resource dwindles

zerostrategist A2: Also lack of top cover, the absence of strong leadership or change champions can lead to cause drift, a lack of direction

realize_ink @tomjd Good pt re: Chase & Pepsi, etc. More collaboration b/t companies might cr8 less fatigue, more change in long run.

zerostrategist @memeshift Couldn’t agree more I have seen lack of internal engagement increase the turnover rates of organizations

memeshift @tomjd keen call, man. Attention is valuable. If something *really* important comes along, than what?

tomjd @memeshift Exactly. And while some orgs do win big from these comps most end up w nothing except lost time/energy

memeshift @zerostrategist leaders to step up. Absolutely. They gotta be passionate too.

Q3. What strategies can be used to reinvigorate support for a cause when supporters get burned out?

tomjd @zerostrategist Making it personal is important – sharing personal stories, not just statistics, not just portraying victims

memeshift @tomjd dig that – not just portraying victims. Easy to take dignity away, difficult to restore.

yellowbuzz Perhaps getting away frm the ‘victim’ language is crucial. “victim” objectifies people in need – taking away thr agency

zerostrategist @yellowbuzz For sure the language you choose to use matters deeply should be customized for audience, empowering & calls to action

yellowbuzz @memeshift @zerostrategist Collaboration with other orgs/networks/indiv = a solution cure Cause Fatigue?

zerostrategist @yellowbuzz Yes I def think that collaboration + cross pollination with other orgs/networks/indiv = a strategy 4 stopping fatigue

memeshift @zerostrategist cross training #4change sounds like it could be a new cause in itself!

zerostrategist @memeshift Heck yes! The great thing is that cross training partners would learn the pit falls, instead of learning the hard way

realize_ink A3: Obvious answer is refined, more targeted messaging so it really resonates. Also need the *right* messengers.

zerostrategist @memeshift @tomjd I think that burning social capital on contests / repeat mobilizing can cause burnout fatigue + diminish brand

realize_ink So what’s keeping orgs from collaborating more if we know non-collab leads to c-fatigue? Brand protection? Is it worth it?

karitas A3 celebrating successes of partner causes brings positivity across your movement

zerostrategist @karitas RE A3 Making a point to celebrate victories & important milestones helps to re-energize across partner causes

meshugavi A3 Bring emotion and faces into the way you communicate your mission.

karitas @realize_ink its about going from a legacy mindset to a Put-yourself-out-of-business mindset. Collab is essential to meeting mission

realize_ink @karitas Spot on! Wish more ppl, orgs, org leaders would share this view

karitas @realize_ink me too! And when we don’t see how much our partners are doing, new orgs pop to “fill in the gap” and stratify support

dpmichel 3. look to what is resonating and how your cause fits into that

zerostrategist A3: Rotating your people across different sub-causes & partner campaigns can keep them fresh + lend more perspectives & ideas

zerostrategist A3: Making sure everyone gets + are taking adequate vacation & sick time when they are ill goes a long way to improve participation

neddotcom “strategies” used to reinvigorate support? Impact reporting. Traction and results. Quick feedback loops. Open collaboration.

Q4. When do you expand your campaign to outreach to new supporters?

tomjd @zerostrategist I would think those would be 2 diff campaigns – one for existing supporters, one for new. Need diff communication

yellowbuzz @tomjd maybe the distinction is not so hard. a organizer-operator-supporter-peripheralsupporter-propagator continuum? #4change

zerostrategist @yellowbuzz Like the idea here of the O-O-S-PS-P continuum, wish the there was no distinction. But there is much of the time.

realize_ink I’m with @tomjd – sounds like 2 diff campaigns w diff messenging and messenger, but same ask #4Change

zerostrategist @realize_ink @tomjd They do require different comm strategies as long as the objectives are different, but combine what you can.

Q5. When do you contract your campaign to focus on the supporters you do have?

MeganMurray A5 #4Change Consistently.. but with respect to their time. Consistency is important.

zerostrategist @MeganMurray RE A5 Meaning that keeping the campaign effective, requires continuous trimming? No big cuts or sudden drops?

MeganMurray @zerostrategist #4Change Moderating vs. trimming. These are relationships. They operate in waves, you have to respond to those rhythms.

Q6. What tools can be used to keep communities engaged in the midst of cause fatigue?

memeshift @zerostrategist A6 a simple hello (Tweet, email, txt, call) before you even need anything, I reckon.

socialedge #4Change chat is pondering What strategies can be used to reinvigorate support for a cause when supporters get burned out? RT’d by hnajam

socialedge #4change @bbravo http://bit.ly/aUOJLZ @hildygottlieb @kanter http://bit.ly/9fTkU8 great resources for #socialmedia cure for cause fatigue

realize_ink @socialedge Gr8 @kanter post, but even Soc Med fatigue exists. I hear “not another FB fan page!” a lot. Need variety of pltfrms

realize_ink @zerostrategist A6: communication that doesn’t involve an ask. And, plenty of thank yous along the way.

zerostrategist @realize_ink I like ur A6 I think that a soft approach tends to be more effective too! TYs are critical.

yellowbuzz A6: a blog that archives work in progress. Documenting process engages communities, interested or semi-interested

MeganMurray A6: Reward mechanisms and balanced engagement (meaning = ratio of rally & fun)

rootwork A6: Describing your past successes – storytelling!

memeshift Yes! RT’d @rootwork

MeganMurray @rootwork Good one! Excellent point.

rootwork @MeganMurray To me, organizational/movement histories are one of the key things that create sustainability, but often aren’t done

MeganMurray @rootwork So true. Generally as a species we have a lil trouble learning from our past.

realize_ink A6: opportunity for change agents to “own” part of the process. Implement their own ideas working toward common goal.

memeshift Yes! RT’d @real

meshugavi A6 Celebrating small victories

tomjd @meshugavi And identifying clearly how the work of supporters contributed to those victories

insearchofsanuk Say Thank you. Often.

meshugavi @tomjd yes @350 does a great job of that

zerostrategist The KISS answer to A6: #blogs #wikis #forums #mashups #geo #microblogs #socialnetworks #socialbookmarks #cloudcomputing #badges

yellowbuzz @zerostrategist How about something in-person, like an ice cream social?

zerostrategist @yellowbuzz You know funny that you bring that up because cupcake socials seem to be a #socialmedia #meme & have raised a lot of $$

yellowbuzz @zerostrategist Yes – FOOD #4change! We’ve mobilized lots of artists/enthusiasts/supporters with pancakes, donuts, cupcakes, scones indeed!

memeshift @yellowbuzz nice! My current FB tagline: “media arts + pizza”

realize_ink @zerostrategist I’m a huge fan of collaboration & working w multiple groups 2 time R asks & vary them so ppl dont get overloaded

zerostrategist @yellowbuzz Something tasty (pastries, microbrews, eats) can be a powerful force to converge, mobilize, #4change and combat #cause #fatigue

realize_ink @yellowbuzz @memeshift I know I’m always motivated by food. And, hey, I’m most causes’ target audience.

realize_ink @socialedge Yes! Almost unusual to hear “offline” contact these days, but still so necessary. Long live meet-ups!

zerostrategist A6: Use the tech tools sparingly (cause it can be the source of the burnout), have real world events that allow people to just be

realize_ink A6: Also fond of influencer strat. Citizen ambassadors (non-celebrities!!) who champion the issue & inspire others 2 take action.

rootwork @realize_ink Yes – and thus, map your network of support first (shades of @valdiskrebs)

rootwork lesson #4change RT @echoditto Ben Wikler fr @avaaz on tcktcktck “Key to doing this effectively is listening to ppl you’re trying to inspire”

Q7. How do economic conditions effect cause fatigue?

rootwork #4change A7: People who have to work more are (or at least feel that they should be) volunteering less

yellowbuzz @rootwork true, although unemployment can lead to more time for reflecting/mobilizing/getting-involved.

rootwork @yellowbuzz I think it depends on your socioeconomic base. Those with means can volunteer for awhile, it’s true.

rootwork @yellowbuzz NYT actually wrote about the phenomenon of well-to-do unemployed volunteering at higher rates http://nyti.ms/9CPyuL

zerostrategist #4Change A7: Those with jobs will be expected to more for less…or else! Those who don’t will become more become more active!

yellowbuzz A7: economic downturn motivates ppl to question status quo and existing social condition (one hopes). An opportunity #4change. 2 optimistic?

zerostrategist A7: …as a result #change #fatigue will go up on both sides of the cause, creating pressure + stress, but also making opportunity

socialedge @pamelahawley tips on engaging folks as volunteers http://bit.ly/a7cLb6 in bad econ-be part of something greater, gain new skills

Q8. How can cause fatigue be prevented?

insearchofsanuk Best strategy is not to let them get burnt out. Work #4change for the right reasons and dont let supporters loose sight of those.

realize_ink @zerostrategist A8: keep campaign realistic and asks under control. And, whenever possible, collaborate, collaborate, collaborate.

yellowbuzz A8: streamlined mission statement with clearly defined goals. a strong communication network that allows flexibility/feedback.

zerostrategist @yellowbuzz You are right Wendy if you don’t have those things lined up, #cause #fatigue will ensue…the trick is to be dynamic 2

zerostrategist A8: I think an emphasis on the informal tends to be a most effective way to involve and educate is what lasts over the long term

dwightturner Variety. Have diverse ways people can participate. Know the signs of burn out. Make people take breaks.

zerostrategist I think @dwightturner is right on this one, the secret to preventing #cause #fatigue is to know the signs and know your people

yellowbuzz @dwightturner totally agreed. Spread the networks widely. a #4Change diaspora? agents in various locations/backgrounds can refresh org

realize_ink A8: Needs to be fairly organic. Let change agents, not org, play key role. Org sets goals, agents can guide tactics, platforms.

yellowbuzz A8: media/event-detox – reconnect with close friends and family – reevaluate/reflect life’s mission
Q9. How do you “recharge” when completely fatigued?

rootwork Is Q9 about us as organizers/staffers, or how we encourage supporters/volunteers to recharge?

realize_ink @zerostrategist are we talking internal recharge?

zerostrategist @realize_ink Totally an open question answer it however YOU like!

realize_ink A9: If internal, I’d again lead with the thank yous. Not nearly enuf expressed to staff, organizers.

rootwork A9: Valentines to your volunteers!

insearchofsanuk Why did you participate to begin with? Clear distractions & let the initial energy be used to reinvigorate you.

realize_ink A9: Personally, I go back to root source & remind myself why I’m championing the cause in the 1st place. Works wonders!

insearchofsanuk @realize_ink whoa. we tweet alike

zerostrategist A9: The way I recharge #4Change: disconnect from technology, be with family, friends, nature, ocean and just being me http://bit.ly/aMySug

socialedge “what if we could create a way to give back that doesn’t feel like sacrifice at all?” http://bit.ly/dvOxr7

realize_ink A9: Our shop has volunteer days -use work days 2 cr8 hands-on change. Often gets folks recharged. Goes back to letting agents lead.

realize_ink @zerostrategist Yes! Falling off the grid is a fabulous recharge. Think we all need to do it more often.

zerostrategist Lastly I want to dedicate today / this month’s #4Change Chat to @engagejoe who is currently recharging in the mountains of Vermont

Chat Resource Roundup

I know everyone appreciates case studies and links to resources that #4Change Chat participants share. While the conversation is happening not everyone has the time to click through and read all of the resources. So here is a round up of the relevant links shared:

Disaster Donations in the age of Disruption -

http://philanthropy.blogspot.com/2010/01/disaster-donations-in-age-of-disruption.html

Why We are in the Age of the Citizen Philanthropist –

http://mashable.com/2010/01/28/citizen-philanthropist/

Issue Fighting for Attention and Funds in an Aware World –

http://www.socialedge.org/discussions/funding/issue-fatigue-2013-fighting-for-attention-and-funds-in-an-aware-world-1

Chase Community Giving Contest Ends With Yet More Controversy –

http://beth.typepad.com/beths_blog/2010/01/chase-giving-contest-winners-announced-amidst-controversy-.html?cid=6a00d8345159b069e20120a801b3a7970b

Without a Job, but Working on the Campaign Trail –

http://www.nytimes.com/2009/09/08/nyregion/08campaigns.html?_r=1

Help Maximizing Volunteer Impact -

http://www.socialedge.org/discussions/business-building/archive/2009/09/10/help-maximizing-volunteer-impact

Issue Fatigue: What’s The Cure? –

http://havefundogood.blogspot.com/2009/02/issue-fatigue-whats-cure.html

The Social Enterprise Conference: Reflections on Service –

http://www.socialearth.org/reflections-on-service-and-the-social-enterprise-conference

Disclosure – This post is cross-posted on Zero Strategist and #4Change Blog

Running campaigns in support of one or many great causes can be very time consuming and demanding for all of those who are determined to make a change. It seems easier in the beginning when a fresh campaign for a cause is just launched – supporters are jumping on board, influencers are engaged, buzz is flying about, awareness is spreading, change is happening. But what happens when the social magic begins to wear off and change starts to feel more like a chore then a contribution?

The #4Change Topic for February is Cause Fatigue. The Twitter chat will occur on Thursday, February 11th 2010 at 5PM EST / 2PM PST US. The topic idea for this month’s chat was spawned during last month’s #4Change chat on campaigning. In keeping with the tradition of these chats, we want to keep things open, organic, and dynamic.

Definitions:

Fatigue (Noun)

• temporary loss of strength and energy resulting from hard physical or mental work
• boredom resulting from overexposure to something
• the feeling of being bored by something tedious
• a flaw or weak point

Fatigue (Verb)

• get tired of something or somebody
• exhaust or tire through overuse or great strain or stress

Source: Visual Thesaurus

#4Change February Chat Questions:

1. How do you define cause fatigue?
2. What are some of the contributing factors to cause fatigue?
3. What strategies can be used to reinvigorate support for a cause when supporters get burned out?
4. When do you expand your campaign to outreach to new supporters?
5. When do you contract your campaign to focus on the supporters you do have?
6. What tools can be used to keep communities engaged in the midst of cause fatigue?
7. How do economic conditions effect cause fatigue?
8. How can cause fatigue be prevented?
9. How do you “recharge” when completely fatigued?

New to #4Change? Learn More:

To learn more about #4Change monthly twitter chat go to the #4Change Blog, read about #4Change and search twitter for #4Change. To participate just join in twitter conversation from anywhere in the world.

Disclosure – This post is cross-posted on Zero Strategist and #4Change Blogs

Starting off 2010, the monthly #4change Twitter chat focused on the topic of campaigning with social media.  There were quite a few participants and some really great conversation.  I’ve tried to pull out some of the relevant tweets from the Twitter stream to help follow the flow of the conversation in case you missed it.

This is more of a transcript than a recap, more of what I hope can be a refresher or stimulator for follow up blogs than simply the whole story itself.  Please leave a comment or use the #4change hashtag to tweet  your post if you do write something of your own!

Question 1: How do we define campaigning in the context of social media?

amysampleward: does growing a Facebook Fan page numbers count? does growing an email list count? what about calls to action that aren’t online?

rootwork: In terms of #s, the easiest things to measure (FB fans, Twitter followers, web hits) seem least useful in online organizing

rootwork: I strongly believe list building w/ petitions etc. that are NOT actually effective for the movement is abusive of one’s supporters

annanten: @rootwork list building is just a strategy to engage more folks in your campaign

ChristinasWorld: I think campaigning has to do w/achieving a particular end – not building a fb fan page, but using that page to achieve x, y or z

engagejoe: Hmm…What about ‘using webby tools 2 organize ppl for impact on an array of issues, w/the goal of creating real world change?’

annanten: @rootwork list building is just a strategy to engage more folks in your campaign

rootwork: @annanten To me the goal should be change, not growing one’s base. 200 engaged members are better than 20,000 petition-signers

SethHorwitz: Seth from Philly here @rootwork altho building lists is not signif per se, NE1 of those low barrier entrants may bcome an advocate

realize_ink: Q1. A campaign (in my definition) is anything that mobilizes action

annanten: social media is here to help you empower your followers with a story to create powerful activists for your cause

lozz: @amysampleward Campaigning is obsolete – social media disrupts “start-end” mentality – constantly adapting efforts now

paddaniels: @realize_ink SM changing the way we see campaigning as not only r small acts of giving visible but so is the collective outcome

ChristinasWorld: building a network of awareness is different from campaigning: 1) campaigning is about mobilizing action toward specific objectives 

ChristinasWorld: 2) Network building is about communicating, telling stories, & building trust over time

realize_ink: @ChristinasWorld I agree completely! Good campaigns move away from awareness 2 spur action

annanten: @engagejoe online campaigning = (relationship building + storytelling) * shared cause ^ common goal

SethHorwitz: @ChristinasWorld: agree w/ distinction betw. network building (awareness, trust) and campaigning (action). Both important.

Question #2: what are some of the best examples you’ve seen? Why are they great?

@elliotharmon Here’s a good example from just today of the wrong way to use social media http://bit.ly/88sR45

creativegreeniu: The 350 campaign is one of the best uses of social media I’ve experienced and it worked on a worldwide basis.

creativegreeniu: and why the 350 campaign worked is because it effectively reached a diverse demographic & moved them to action on a complex goal

ChristinasWorld: @kanter’s recent campaign 4 Sharing Found. was amazing – what made it great was existing network ready to take action when called

5MillionPeople: GetUp in Oz do it well. Many of their online campaigns are short and sharp.

cian: Big up to @350’s work. So successful at creating real world actions. do they in themselves create behavioral change too

realize_ink: @creativegreeniu I’d add to that, it succeeded b/c it moved ppl toward a *specific* goal

5MillionPeople: @realize_ink: Agreed. Works best when people can see that action leads to affect. Specific goals help focus.

neddotcom: Another campaign worth mentioning http://twestival.com/

rootwork: I remember a campaign from some time ago about getting more women on tech panels, but can’t find specific blogs abt it.

annanten: @realize_ink @rootwork indeed – it was @WomenWhoTech who lead that – http://bit.ly/y2twf

rootwork: I think the Jena Six was an early (though not the first) success of social media campaigns http://bit.ly/5hKmih

rootwork: The Powershift youth climate change conf in 2007 was also largely organized via social media http://bit.ly/8MyWtH

elliotharmon: Great example of organizing people online: Sean Tevis campaign. http://bit.ly/5VSjxh

rootwork: @tomjd @bensaint My Society @mysociety is incredibly awesome. Produce great tools for effective UK campaigns

Question #3: What are elements in these examples that are integral to the campaign’s success?

realize_ink: Q3: specific ask.

rootwork: Key element for success, to me, is allowing ppl to speak in own voice, e.g. http://jointheimpact.com was abt ppl, not an org

rootwork: Creating a sustainable org #4change is good, but not at the expense of cultivating leadership among activists IMO

rootwork: Great repository of online campaigns #4change can be found at @DigiActive – lots to analyze: http://bit.ly/4BbKWG

creativegreeniu: Direct contact from national 350 organizers incredibly effective in motivating me. I used that tactic locally 2 move others to act.

creativegreeniu: first step is recognizing value & necessity of it and specifically asking campaigners to do it.

zerostrategist: Q3: I think Access 2 the net, uncensored information, being unmonitored or not fearing reprisals for being an active are important

engagejoe: ‘An element that’s integral 2 a campaign’s success?’ Agree w/@rootwork’s highlights: truly valuing & empowering supporters is key.

zerostrategist: Google / China comes to mind! Thank god for SMS, proxy servers & smart mobs right?

ChristinasWorld: key to good campaign is offering meaningful action for supporters to take; having a network who is ready to take action helps alot

realize_ink: Q3: empowerment & ownership

realize_ink: @amysampleward Giving ppl the opportunity 2 make it their own. Like @350 encouraged ppl’s cr8ivity 2 bring change but hd 1 ask<

ChristinasWorld: @amysampleward sharing thru soc med can help maintain an action network – don’t just talk to supporters when u need something

5MillionPeople: @amysampleward: A big part of it is surely about making sure your network feel their actions are having an effect.

ChristinasWorld: Building an effective network #4change who is ready 2 take action requires consistency – sharing stories, building trust in an ongoing way

rootwork: Be honest w/ppl about how a given action gets the movement closer to change. Like a lg version of mission line-of-sight

neddotcom: Cluetrain may be 10 years old, but was 20 years ahead of its time, very related to social media today http://cluetrain.com/

ehon: Online campaigning – the power offer to stakeholders needs to be designed and executed properly & strategically.

Question #4: What are the most difficult aspects of managing/running a campaign?

engagejoe:  another best-practice for online campaigning? making it about the cause, not the org(s) that’s coordinating it.

rootwork Giving up control.

ehon: @engagejoe @rootwork valuing & empowering is obvious. Most campaigns lack long-term strategic plan to keep momentum flowing.

SocialBttrfly: @amysampleward For me, one of the more frustrating items, not nec. difficult, is overcoming the campaign mentality.

SocialBttrfly: Along lines of what @ehon was saying. Needs a strategic plan. Most campaigns address short term and focus on one P, promotion.

realize_ink: Q4: in some instances, seeing campaign as a tactic, not the entire strategy.

realize_ink: camp strat brings u closer 2 achieving org strat. camp success = met org objective. org success = worked out of a job.

ChristinasWorld: Q4 I think keeping up campaign momentum can be tiring for campaign champions. I hate that feeling of bugging people

zerostrategist: @ChristinasWorld It IS tiring, mastering the art of the “light touch / soft ask” is not easy to keep that campaign momentum going

zerostrategist: @ChristinasWorld I found that when you run a great social media campaign, other champions and supporters can help keep that going

SocialBttrfly I personally like the term “initiative” vs. “campaign.” “Initiative” tends to get people motivated and is action-focused.

neddotcom: Is your campaign for good push or pull? America’s Giving Challenge = push vs. Kiva peer-to-peer microfinance = pull

neddotcom: Pull can be more effective because people are coming directly to you, hopefully in great numbers and ready to do something

SocialBttrfly: I can expand in a post. In ways, it’s semantics. But the word campaign, to me, says push rather than a fueling a movement.

ehon: Challenge w online campaign – lots of sympathisers not enough activists. Inspiration doesn’t transform to action.

rootwork: .@ehon That’s why “awareness-building” is such a limited goal. I’ll take “action-building” or “change-building”!

zerostrategist: @ehon Might be right about that challenge, but I have seen the reverse too. Where everyone wants to lead but no one wants 2 follow

Question #5: What are the best ways for would-be campaigners to identify possible collaborators/partners?

engagejoe:  w/online campaigning, seems a (natural?) challenge 2 coordinate w/other movement builders working on same issue

rootwork: With social media, it seems easy (maybe too easy!) to find the natural leaders & activists and bring them into the “inner circle”

rootwork: But I think that leadership cultivation is key. Someone always Tweeting out yr action alerts? See if they want to help plan them!

ChristinasWorld: Q5  thinking of @kanter & #tweetsgiving, seems clear that existing networks built over time produce strong natural collaborators

ChristinasWorld: btw – meant @kanter’s recent b-day campaign & #tweetsgiving from @epicchange as 2 examples where collaborators identify themselves

engagejoe:  w/@christinasworld that building on & seeking connections from yr ntworks makes for a gr8 starting place 2 find potential partners

Question #6 – something people always ask me:  how do you measure impact of campaigns (esp w/ social media)?

ChristinasWorld: Measuring impact of #4change soc med campaigns: count unique actions/donors/RTs/shares/posts… but most important, was objective achieved?

zerostrategist: Q6 Most SM people say that it’s the number of “social actions” taken during campaign period, but I think it is much more then that #4change

zerostrategist: Q6: The fact is many things are just just not measurable even with the best tools so pay, attention to tangibles & intangibles!

zerostrategist: Q6: Do the best u can to setup automated systems to capture metrics, look at the numbers, but don’t obsess over them or the ROI

Steveistall: @zerostrategist Agreed! It’s much more important to measure outcomes (especially behaviour change) than to measure outputs

engagejoe:  w/@zerostrategist that “How do you measure impact?” will never be as easy as counting clicks, challenges & solutions too complex.

engagejoe:  few measurement of success: Did you build relationships? Is the mvmnt bigger, stronger? Are we closer 2 our goals?

zerostrategist: @ChristinasWorld Like how can you measure the depth of a “social action” or an interaction with a human (virtual or physical)?

sdmediareform: Measure campaigns by if it is helping advance community exposure. Ask around…

engagejoe:  social media also offers a gr8 opportunity 2 discover, seek out, & highlight the stories which may show the success of a campaign

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Future chats:

The idea was suggested during the chat last night that next month we discuss the issue of “Cause Fatique.”  I think there are lots of stories to tell, questions to ask, and examples to share on this topic and hope you’ll join us!

You can stay on top of the #4change topic by following the hashtag on Twitter or following the blog at:

http://4change.memeshift.com

“The revolution will not be televised – it will be emailed, texted, blogged, wikied…”

So says the blurb of Clay Shirky’s Here Comes Everybody: How change happens when people come together.   But, earlier this month, the #4change crew discovered first hand the limitations of social media.  At the first of our ‘Revolutionary Social Media’ chats, the Twitter search was experiencing major delays and people disappeared from altogether, and as a result, we decided to end the conversation early.  Amy’s fantastic post covers the ‘lessons learned in using twitter for a global conversation’.  Here, I’m going to pick up the baton and provide an overview of the discussion which resumed on July 23.

Looking back through the twitter stream, some of the issues raised included:

• Lessons learned from the Iran election, from the icon changing, the State Department and Twitter maintenance, whether awareness-raising should been seen as a success only if it motivates action or whether it’s an end-goal in itself.

1: Create unrealistic expectations for Twtr hashtag 2: Declare #iranelection revolution 3: Democracy unrealized, proclaim social change dead

@rootwork 4:46 AM Jul 9th http://twitter.com/rootwork/status/2548985606

• The changing role of television and other traditional media sources from breaking the news to explaining it.
• Social media may not be the way to coordinate protests or revolutionary activity, due to the public nature of posting.  Social networks, email, mobile, etc are a more private way to coordinate activity.
• Different situations require different levels of anonymity.

Anonymity depends on who you are. If you are a protester in China – anonymity is important.

If you are trying to be a thought leader in the western world, I don’t think anonymity is the right way to go.

@Sue_Anne Jul 23, 2009 10:06 PM GMT

• How social media and Web 2.0 tools can be used to keep governments accountable.  mySociety’s They Work For You cited as an example.  Benefits in governments – like any brand – keeping an eye on what’s been said about them in social media.
• Whether social media tools, such as Twitter, are inherently politically neutral and as such, whether they should bend to a particular government’s needs.

I’ve gone through the stream and saved all the links which were referenced in the discussions, on delicious as well.

It was a really interesting chat, and for me personally, a huge learning opportunity.  Many thanks to everyone who took part.  Feel free to add things I’ve missed, your own take-aways or thoughts on the topic below.  Let’s keep the conversation going.

We’re looking for a logo which captures the #4change concept.  Are you up for the challenge?  Check out the design brief below to find out more.

About #4Change

#4Change is a monthly twitter chat about how social media is driving change.  With a host committee spread across the US, the UK and Australia, and participants joining in worldwide, the #4Change chats are a chance to share social media learnings and best practice on an international stage. 

Around the twitter chats, ideas will continue to be shared and discussed via blogs, social bookmarking and other web 2.0 tools.  The #4Change blog – currently at http://4change.memeshift.com, but ultimately moving to its own domain – will be the central point of reference for those looking for information about the chats.

About you

We’re looking for talented and enthusiastic designers to pitch ideas for the #4Change logo.  Sadly, there’s no money in it – we’re all working on this in our spare time – but it’s a way to get involved in something that’s only going to get bigger with time.  Of course, we’ll also give credit on the #4Change blog.

Requirements

We’re looking for a #4Change logo which will reflect the inspiring and engaging nature of the #4Change concept.  The #4Change audience are largely social media enthusiasts – through professional activity, study and/or personal interest, so we need a logo which can stand alongside the best Web 2.0 logos (see http://web2list.com/logos/).

It’ll need to work in the header of a blog, and also have a 100px x 100px avatar and 16px x 16px favicon version.

While the primary use of this logo will be online, we’d appreciate a high quality .eps version which can be used in print if this becomes necessary later on.  Also, while the focus of the brief is on the logo, we wouldn’t say no to a palette of colours which would work alongside it, so we can coordinate our digital assets. 

Essentials

The hash symbol; the number 4; the word Change.  The rest is up to you.

Interested?

Leave a comment below or tweet @ one of the #4change crew (@tomjd, @zerostrategist, @memeshift, @tashjudd, @edwardharran, @amyrsward, @engagejoe).