The beauty of this chat is that there is a base starting point where we recognize social media is far more than Twitter and Facebook. We do not only talk ‘tips and tricks’ we also talk purpose and intention followed up by best practice and use case.
This series on social change is gold because it goes beyond cause marketing. At its root we are addressing a topic that has been heightened by the rapid increase in social participation and connectivity. When we talk about a community on the other side of the world, we are no longer talking about them in isolation, we are connected to them, either directly through social tools, or because members of that community now live next door to us. I am a Zimbabwean but I live in the UK and work in the US. Look at the recent Koni debate. We have educated, connected Ugandans living in the US who can react to half-truths and posturing.
We are living in a world where the appeals to emotion in causes no longer have the effect they did. We are all mini philanthropists who want to direct our giving. Real change is the end game, not guilt giving.
However, for real change to happen it is seldom the case that spontaneous collective action will bring about change. It often needs to be directed, or there needs to be a catalyst. We also need to know that collective action does not always necessarily result in effective change or lead to truth. The recent example of rumors about Mugabe’s impending death are a case in point. The absence of new input or substance fueled speculation and rumor vs added value and credible information.
With this in mind, let’s leave aside the ‘appeals for cash’ side and concentrate on how an organization can empower real change through using social tools.
Q1: What is your starting point? If you are attempting to effect change, where do you begin?
Q2: What voice does your audience have in the process of change?
Q3: Are there any best practices you can suggest to empower change?
Q4: What are the risks involved with seeking change and and what action can an organization take to protect against them?
Photo by Alasdair Munn. All rights reserved
#SMCHAT 
sourcepov
April 24, 2012
Outstanding frame, Alasdair. I can tell from your post (and the photo) that you have lived social change in global settings that many in the U.S. like me can only imagine. For example, I have contributed money for wells in Africa and felt it was a positive step .. but I see you proposing that we construct parameters for a fundamentally different level of engagement ..
Starting point, voice, best practices and risk .. a framework for action.
Very excited where you’re going with this. Looking forward to a an outstanding entry in our Social Change series. WEDS 1p EDT. See you there ..
Chris
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ajmunn
April 25, 2012
Thanks Chris
You are right, social change is a topic I love and live by. The rapid growth of tools that connect us globally have brought many benefits but also many challenges too. We naturally see everything according to who we are and what we have experienced, so it is often difficult to temper enthusiasm with reason. The objective is not to kill enthusiasm, but direct it in the most meaningful ways.
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sharonmostyn
April 25, 2012
Sorry I’ll miss this one, Alasdair, since I’m not very active in the social change area and your framing post shows how much I could learn from you and the #smchat crew.
What I will say, in response to Q2, is that the audience has a huge voice in the process of change. You need to ensure that you are speaking to a topic they feel passionate about and “hitting their hot buttons” in order to drive them to action and advocacy. The more you get the word out via advocates for your cause, the bigger the change that can be implemented.
I will look forward to the transcript!
Sharon
@sharonmostyn
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ajmunn
April 25, 2012
Hi Sharon.
Sorry to miss your ideas. Love your reply here. Creating cheerleaders and advocates are key, especially ones who are knowledgeable and empowered to take the conversation further and wider.
It also ensures you have an educated army to help you manage and counter detractors.
The other side is to empower the very communities you are advocating for. Nobody knows better than they do what their pain points and needs are. Bringing them into the conversation and giving them a voice provides context and builds the story.
Thanks for your contribution
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Allan Munn
April 25, 2012
At last a manifestation of clarity on a vital subject that is generally misunderstood.
You’re so right, it’s ‘real change’ and not ‘guilt giving’ that will transform lives.
Doling out never ending cash donations to helpless communities is a masquerade which only enhances the giver’s conscience and local image.
Only capital investment in projects for the people uplifts the receiver.
From my experiences the risks involved in seeking change, Q4, often are:
1. Donors who make the receivers feel patronized = a killer of incentive and a feeling of resentment.
2. Cash without a productive plan and inclusion of the local population = corruption, fuels mass frustration and creates distrust.
3. Lack of understanding of cultural and real aspirational needs = failure.
4. Isolation of women in the community from the plan = a non-starter.
I pray that your message is received and understood by our global philanthropists.
They not only deserve to hear it they need to learn from it too.
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ajmunn
April 25, 2012
Thanks Allan. I am privileged to have witnessed your work in the field in effecting social change, so it is fabulous to have your input here. I know you are not on Twitter, but your points raised here are valuable and add considerably to the conversation.
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C J Birkett
April 25, 2012
Thank you so much for highlighting social participation and connectivity. Real truths from real people like you. Nothing changes except from grass roots and enlightened leadership. Thank you for getting us in touch with reality where it happens.
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ajmunn
April 26, 2012
Hi Cathy.
“Nothing changes except from grass roots and enlightened leadership’. That pretty much sums it all up.
In fact your use of the words social participation, truths, real people, connectivity, bring it all together. Wonderful concise addition.
Thank you for stopping by and leaving your thoughts.
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