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

Towards the end of the last #4change chat the conversation moved into discussing how most non-profits are not there yet when it comes to social media and the barriers, from the attitudinal to capacity to connectivity, standing in the way. I’ve been thinking more about these issues and want to outline further some of the attitudional barriers that were mentioned. I think it’s these attitudinal, or cultural, barriers which are the most interesting. Resource scarcity and skills shortages are always a challenge for non-profits but, ultimately, are simply a matter of prioritization. Connectivity is obviously essential and very unevenly provided across the globe and, once these other elements are in place a coherent strategy is fundamental to your success. But even with everything else lined up unless your organization has a culture which supports social media it will much less effective at it than hoped for.

Several of these attitudinal barriers were mentioned during the #4Change chat: Fear, passivity and a desire for control.

Fear:

of the unknown, of not doing it right, of missing the mark. Non-profits spend a lot of time worrying about their public perception, and often caring deeply about a wealthier and, often, more conservative cohort (those able to donate substantively to charity and social change) than the population at large. A fear with offending this group can cramp an organization’s style online. You must obviously but mindful of public perception, and be deeply attuned to your brand and values, but social media does requires strategic fearlessness. You’ll make mistakes, you’ll misspell and misspeak occasionally, but learn from these mistakes and get better at social media through practice, it’s the only way.

Passivity:

Passivity is never a recipe for success. While it is possible to automate much of your social media, updating your Twitter feed and Facebook page via RSS when a press release or blog post is uploaded, people can tell when you’re not really present on these platforms and will be much less likely to engage with you. If you’re going to make social media a meaningful part of your outreach strategy you need to give it the time and human resources to succeed. You see this repeatedly in Facebook – seemingly every organization in the Western world has a Facebook group but most are clearly never checked, with questions and offers of help unanswered on their wall, projecting the opposite of what you’d want: disinterest. There’s nothing magic about having a Facebook group, the not-so-secret sauce is in actually using it as a space to share information and engage with people. In other words: being proactive. This is equally true for Twitter, MySpace and other social media platforms.

A desire for control:

Social Media allows your supports and staff to be more effective advocates for you, and nothing is more effective than people talking in their own words about something they care passionately about. But allowing people to talk in their own words risks your marketing becoming diluted, your finely-crafted messaging forgotten. This can’t be helped but can be mitigated by actively engaging with your supporters and providing them with the tools to better promote you. But if you aren’t comfortable with misspelt words and colloquialisms you’re going to find social media, and the real, human, non-pr language that comes with it, very difficult. If you’re running every draft tweet past senior executives for approval you’re not going to get anywhere.

You can see an example of this with copyright. Does your organization use Creative Commons licenses for your online media? If not, how can you expect people to help you share your content and your message?

As Clay Shirky said in his recent TED talk: social media is about convening your supporters, not controlling them.

Attitudinal factors are only one of the barriers between non-profits and social media success, but they’re an often-overlooked one I believe, less obvious than resourcing issues or inadequate internal processes. I’d love to hear of any others you might have encountered. Being cognizant of these barriers allows us to more effectively lead our organizations through them, creating not only successful social media outreach strategies but more transparent, responsive and adaptive organizations in the process.

Cross-posted from Tom’s personal blog.

Vote here!

The #4Change crew threw in an idea to the SXSW Interactive conference for next year and we are excited to make it happen, will you help us?!

VOTE HERE

or read on to learn more….

Our Panel Idea

“Competition > Innovation > Change: Examining Competitions For Social Change”

Organizations, foundations, even individuals are creating social innovation competitions, hoping to drive social change projects and solutions into the global marketplace.  What are these new competitions about—are they working? How do we—innovators, entrepreneurs—know what’s going to make real-world impact and where do we start? Let’s discuss: join us!

Here are some of the questions we hope to answer (or at least ask!) in the presentation:

1. What are social innovation challenges?
2. Why are challenges important? What need do they serve?
3. What are the different types of competitions and which work best in driving change?
4. How can challenges/competitions be used to discover, support, and accelerate social change projects and solutions?
5. Do social innovation competitions spur real world impact?
6. Does the success of competitions rely on the judges or the prize money?
7. What’s required to create competitions that will generate real innovations?
8. How can challenges support collaboration between projects?
9. How can communities or groups start their own challenges to solve local issues?
10. What’s the future of how we use challenges to drive social change?

How to Vote

Visit SXSW’s PanelPicker page here and give us a thumbs up!

Voting will open on August 17th and close on September 4th – so be sure to vote today!

About SXSW Interactive

“SXSW Interactive features five days of compelling presentations from the brightest minds in emerging technology, scores of exciting networking events hosted by industry leaders and an unbeatable line up of special programs showcasing the best new websites, video games and startup ideas the community has to offer. Join us March 2010 for the panels, the parties, the 13th Annual Web Awards, the ScreenBurn at SXSW Arcade, the Film and Interactive Trade Show and Exhibition, Accelerator at SXSW and, of course, the inspirational experience that only SXSW can deliver.”

About the #4Change Team Presenters

The panel is comprised of the #4Change team, a group of individuals collaborating to propel the social media for social change conversation forward via monthly Twitter-based chats.  Competitions for change is an important topic to the #4Change community and a Compendium of Competitions has started growing. More 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.

June 11 was the June #4Change chat.  These monthly online discussions take place via Twitter – participants add to the conversation by tweeting messages and using the tag #4change; this lets people follow the conversation, whether they have a Twitter account or not, by following the tag #4change on search.twitter.com. This month’s topic was Challenges and Competitions for Social Innovation.

You can see the recap of the chat here.

The main 3 questions for this chat were:

1. How can challenges/competitions be used to discover, support, and accelerate social change projects and solutions?
2. What are the different types of competitions and which work best in driving change?
3. How can challenges support collaboration btw projects?

We are pulling together some of the key takeaways and would love to hear from you if you watched or participated, or even if you didn’t (you can read the transcript from the chat and add your thoughts, too!).

Two key takeaways from Morgan and two from me include:

• the potential for future collaboration with other projects should be put into the judging criteria
• competitions can surface stories and causes that might not otherwise get any attention
• when creating a competition or challenge, it is incredibly important to be clear about the context (who is involved, who is targeted, what the ideas will be directed towards, etc.)
• there is a real interest in creating a compendium of competitions and their characteristics (I’ll be helping us wrangle this one and providing more details and opportunities for the community to start creating the compendium soon!)

Share your takeaways, read the transcript, and more!

Read more about #4Change, the Why, How and Who behind the monthly conversation series.

WHY

Technology is exciting. It creates new possibilities, new platforms for expression, information-sharing and collaboration. And these new possibilities give rise to the hope, sometimes realized, often not, that we can move past old problems, hurdle the barriers to a better world in a sudden triumphant leap.

Technology does, indeed, change things, and those of us who have come together to organize the #4change twitter chats and write this blog are fascinated and excited by the changes social media is catalyzing. We believe that social media has given rise to the most explosive increase in human creativity and expression the world has ever seen, and that in this explosion there is the possibility to fundamentally remake some of our most intractable institutions and traditions: organizations, corporations, universities, government. And not just government but democracy itself. Not just universities but the way that people are educated. And, perhaps, not just corporations but capitalism itself and not just organizations but how social change happens.

But we are also mindful that technologies do not, on their own, a better world make. It is only the conscious, committed and creative uses of new technologies that will realize our hopes and fulfill our dreams, that will bring people together in new ways to together create a world more democratic, sustainable and equal than the one we found. Call us cautiously, hopefully, optimistic. That’s why we are here; because we are committed to this work and we recognize it as work, something to be honed and refined and improved by practice. This is the way change happens.

Not so long ago a new communications technology was born, conceived in university labs and fueled by military funding this new technology slowly began to pick up adherents, initially the geeky few but eventually a mass market was created. The possibilities of this new technology led many to naturally imagine the democratizing potential of the medium. Here are some things they said:

The new technology was “capable not only of transmitting but receiving, not isolating [the user] but connecting” them. Users would “jump around the world and wipe out for all time the age-old barriers of race and language and distance”. Government would become “a living thing to its citizens” and this would give us “a new kind of statesman and a new kind of voter.”
The technology being discussed here is radio and the quotes are from the 20’s and 30’s (and taken from “Future Active: Media Activism and the Internet” by Graham Meilke 2002). The radio spectrum of today is unrecognizable in these claims, overrun as it is by conservative talk radio and bland chart music.

Could this happen to the internet? In a word: doubtful. The internet is too open, too diffuse and too decentralized to become the barren landscape most radio has become. But it could fall well short of our ambitions. We, however, have a vote in how this plays out. we strongly believe that all of us, connected in ways previously unimaginable, can work together to create the future we seek.

Everywhere around the world social entrepreneurs, activists and organizers are using social media in new ways, experimenting in a vast social change laboratory, seeking the formula that will move their cause forward. #4Change seeks to document and contribute to this experimentation by creating a space for people from diverse backgrounds to discuss how to use social media to bring about change, bringing together experience of what has and hasn’t worked with imagination for what should be tried next. By sharing our collective knowledge, creativity and passion we can help ensure that social media lives up to its potential.

WHAT

#4Change emerged from a series of conversations about how to better connect social media for social change practitioners around the world using Twitter. The team now involved came together organically and magically, people gravitating towards the same idea and seeking each other out to work with. It’s a true honour to be working with all of them and we also welcome the contributions from everyone else, whether in the twitter chats, or in the form of comments or guest posts.

The centerpiece of our efforts will be the monthly twitter chat, taking place from 5-7pm US Eastern Daylight time, GMT-4. We have tried to find the best compromise between the worlds unyielding time zones and believe this is it. It requires those in Sydney to get up a little early to participate from 7-9am and those in London to stay up late for a 10pm start but it seems do-able to the maximum number of people. Of course it still falls very awkwardly for many and we’re sorry about that. We’ll look into moving the time around if there’s interest. In addition to the chat we’ll be using this blog to identify take-aways and key themes from each chat, announce upcoming topics and further explore issues, ideas and examples around social media for social change. We have also set up a delicious account where we will be collecting links of interest (if you’re a delicious member please tag suggested links “4change” and follow the tag).

WHO

Finally, who are we? We are Tash Judd @tashjudd, an old colleague from Vibewire who is now the Marketing Manager for YouthNet in the UK, Joe Solomon @engagejoe in Seattle, a well-known doer-of-good-deeds, Morgan Sully @memeshift who is organizing We Operate Best Together, a travel project documenting social innovation in creative hubs, blogs at http://www.memeshift.com (and is kind enough to host our blog) and is looking for a backers willing to support his project , Amy Sample Ward @amyrsward, the Global Community Builder for NetSquared, Todd Pitt @zerostrategist, Social Media Manager at MetroStar Systems and blogger at http://www.zerostrategist.com and Edward Harran @edwardharran, a social media consultant based in Brisbane, Australia. Oh and me, @tomjd, I’m the social media guy at Ashoka:Innovators for the Public in Washington DC and formerly founder of Vibewire in Australia. Read more about us on the Authors page.

We look forward to talking a lot more about these important issues with all of you!