The most defining images from the American civil rights movement are of people taking their message to the street. Whether it’s MLK or James Farmer hosting townhall meetings in their church basements, Malcolm X giving a talk on a Harlem street corner, or NCA&T students coordinating sit-ins through underground newspapers, grassroots organizing has always been critical to our advancement.
(From the New Harlem Renaissance group:
http://blackinamerica.com/cgi-bin/clubs.cg... Fast forward from 1968 to 2008. We have access to the most powerful communication tools ever created by the human race. How can we use technology to spread a socially and politically conscious message?
Many of us complain that online tools are often used only for “hooking up” or entertainment, instead of a more community-centric purpose. Are we aware of the tools that exist, and how to use them to generate positive change?
Purpose SNCC, one of the major players in the 1960s movements and beyond, defines community organizing as “getting people together for action towards mutual gain and good”.
A successful organizing campaign:
- Builds enduring and increasing power
- Generates vigorous leadership
- Has a sensible balance between immediate and long term needs
What’s Web 2.0? In a nutshell, Web 2.0 refers to the changing relationship between the Internet and its users. Traditionally, communication via Internet was one-way: users would access sites and download information. Today, the exchange is interactive – users contribute information and value to each other.
Web 2.0 values socialization and collaboration between Web users, using technology as an extension of our own individual business and personal activities.
Tools
We’ll examine several major Web 2.0 trends and how they’re being applied to serve our community:
- Social Networks
- Blogs
- Podcasting & Webcasting
- RSS & News Feeds
- Viral Marketing
Social Networks Historically, networking has always been important tool for African Americans. From the word-of-mouth communication networks of the Underground Railroad, to the Black professional organizations created by Booker T. Washington and W.E.B. DuBois, to today, having a structured process to develop and nurture relationships allows us to work together over great distances.
Social networks are online communities that encourage individuals to interact, professionally or socially. Whether a “mainstream” network like Facebook or LinkedIn, a community-oriented network like BlackinAmerica or HBCU Connect, or a private network you create with a tool like Connect Platform, it’s important to keep the following in mind:
- Have a mission and goals for networking. Write them down visibly.
- Stick to your plan. Bringing anyone and everyone into your network will actually interfere with your mission.
- Dedicate time daily to building your network and communicating with your contacts. If your network is large, consider blogging or writing a column or newsletter to keep communication open.
Blogs Blogs (weB LOGs) are web pages with a series of short articles or regular entries. Blogging is a great way to share views and information with a worldwide community, and build visibility and credibility. Blogs can also include video or audio content (see Podcasting).
Most of us are familiar with blogs… why are some blogs popular, while others aren’t? Consider these criteria when deciding to publish blogs:
- Do you have time & commitment to blog? In order to successfully use blogs and gain readers, you’ll need to write new articles regularly.
- Is your blog something readers will relate to? It’s usually best to write for a familiar audience and topic.
- Does your blog sound like a sales pitch? Avoid jargon, and always write from a first person POV. Don’t use blogs simply as a hard sell for your organization or product. If you’d like to promote yourself, write on a related topic and simply mention your organization discreetly.
- Will your blog provide helpful information, or inspire someone to action?
Podcasting & Webcasting Podcasts are short audio recordings posted online and shared, usually as a .mp3 file that can be downloaded to an Ipod. Similarly, webcasts are video recordings to be shared online. YouTube and BlogTalkRadio are popular sites for webcasting and podcasting.
Podcasts and webcasts are ideal for training and educational content, because they are easily downloaded and shared with other people. Consider adding these to your toolkit when recruiting volunteers or supporters.
Imagine yourself in a public place, talking to someone about your organization. How much of an impact would it make to be able to pull out your Ipod and show that person a video of your organization in action? Or to be able to listen to a Presidential debate while in the car with four friends?
- Start using the technology. A basic .mp3 player can be purchased for under $50, and a high-end model can be purchased for under $250.
- If you’re tech savvy, learn how to record and edit video on your computer. Webcams are available for less than $20, and many new computers come with them pre-installed. Download free video editing software from www.download.com.
- Make it a point to download and save content that’s of interest to you. Share it with the people around you.
RSS Feeds RSS is a tool that will automatically find new content (usually news articles) on any given subject. RSS feeds can be added to a Web site, or subscribed to by email.
As new articles are published, the RSS feed will search for articles that contain your topic or keyword, and send them to your email or Web page. RSS is a relatively easy way to keep fresh information on your Web site, or stay in the loop on a subject that’s of interest to you. Google Reader and Yahoo News are two major services supporting RSS feeds.
- Subscribe to Google Reader and set up searches for keywords of interest.
- If you have a Web site, use RSS to provide relevant content. Screen your content frequently.
- If you are a business or organization, include RSS news outlets when you issue press releases. Your news will be delivered to websites and recipients worldwide.
Viral Marketing Viral marketing is a term for content that is spread by users sharing with their friends. Believe it or not, viral marketing is useful for more than sending funny Youtube videos to your distribution list.
Viral messaging has been used to create impromptu political rallies, build community support for grassroots projects, and much more. The Jena Six protests were fueled mainly by viral marketing, after information about the case was put online and passed along through the grapevine.
Using this method effectively can be complicated, but it can be very powerful. I’ll post an article shortly dealing specifically with viral marketing and how to use this to our advantage.
We need to become familiar with these communication tools, because they will allow us to develop our worldwide networks. Take the time to learn about this technology. It will make you and your message much stronger!
Posted By: Jon C.
Monday, July 28th 2008 at 6:04PM
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