Today was the final day of the 2012 Social Good Summit. As hoped, it ended with a bang. First there was the announcement that the event had broken a record for the world’s largest conversation on a single day on a global issue. There was national and global trending on Twitter. Big name power-players and stars came through the door and connections between 200 locations around the world made this a large convening at a new scale. But through most of the day I kept hearing the words of a mentor, a leader in the PR and global issues space, who reminded me that every time something is BIG, you should always remind yourself “to what end?” Why are we creating noise, or engagement, or interaction?
–We learned today that a group of people in Myanmar wanted desperately to share their findings and results from their meet-up over the weekend but didn’t have enough broadband to upload the video. So they put the file on a transport so that it could be sent from Thailand. It was important for them that their message be heard around the planet as part of this global gathering. Having their voice on the world stage brought them legitimacy and helped spur accountability and ensure transparency. They had the end in mind. Their actions were on a major scale, and the goal was clear. They achieved it, and we shared their video for the world as part of the final session.
–After the session with Mira Sorvino last night on how social media can help combat human trafficking, we learned that a woman felt empowered enough to tweet in the details of this crime happening at that very moment. While I don’t know all the details (and cannot share more than this to respect the safety of the person in question), the immediate chain reaction this put in place showed how a big conversation with the general public (on a very big scale) can lead to a very personal result. “To what end?” in this case, was helping a woman find help via social media when she was unable to find it safely from those around her.
–During a Skype chat with a group of influencers in Yerevan, Armenia, I was reminded that very big change can take place when we use social media on a very local level. While the conversation started with problems like global health, combating poverty, and social justice, the discussion was just as meaningful when we were talking about how to use social media to motivate local leaders to improve services as basic as garbage collection. The question of “to what end?” was easily answered. The goal was to improve life in a local community, and let local leaders know that the discussion was taking place. All these were important issues, and while the scale of some of the issues were global, the local problems were just as real – and the solutions just as exciting.
So as all of us look at how to leverage social media to take our voices and our actions to a global scale, the question of “to what end?” is just as important as “how big can we go?” This week’s summit has reminded me of this important lesson…one that we all can take to scale.
Photo Credit: Insider Images
2 comments
These are great questions about scaling and results. I think small steps adds up. The question is how we can inspire people in our networks to participate, to take action, – and all in way that impact. How do we create network allows for this type of self-organized activism?
Thanks, Beth – great reminder…and your comment has me thinking about those “small steps” and how we should remember that big convenings or movements cannot afford to drown out the all-important efforts of smaller NGOs and organizations with vital missions in their communities. As I look out at the various groups (large and small) that participated in the Global Conversation, it’s got me thinking about how templates and platforms aren’t just about aggregating for the sake of a surge, or movement, but must be tailored to fit the communications and outreach needs of the individual organizations. That takes listening. That takes smart design. So your comment has helped me re-arrange some of my agenda and thinking today to help make sure this is a reality in many projects I am working on…at both work and at home. Thanks again for always asking the right questions and helping us do more, do it better.