Social Media:Global Immune Response

Richard Roaf

1• Why is social media relevant?

2• Social media as diagnosis

3• Social media as treatment

4• Limitations of social media

1• Why is social media relevant?

2• Social media as diagnosis

3• Social media as treatment

4• Limitations of social media

• Social media is a wide range of tools

• They support communication and collaboration

• Popularity is growing

1• Why is social media relevant?

• Social media is a wide range of tools

• They support communication and collaboration

• Popularity is growing

1• Why is social media relevant?

Use of social media up by 340% in 3 years

Facebook has over 500 million users

The average social network user is 37 years old

• Popularity is growing

2007 20100

20

40

60

80

100

120

140

160

180

Time Spent on Social Networks & Blogs in the UK(hours per year)

1• Why is social media relevant?

2• Social media as diagnosis

3• Social media as treatment

4• Limitations of social media

1• Why is social media relevant?

2• Social media as diagnosis

3• Social media as treatment

4• Limitations of social media

2• Social media as diagnosis

Social media can help identify problems

Crowd sourcing & citizen science

• MoGO iPhone app• Ushahidi

2• Social media as diagnosis

• We are removed from the consequences of our actions

• Solutions have unintended consequences

• Feedback is necessary to keep us on the right track

Social media can help identify problems

Crowd sourcing

“The amount of knowledge and talent dispersed among the human race has always outstripped our capacity to harness it.”

Jeff Howe

Citizen Science

Engages skills and time of public

MoGO iPhone App: Gulf Oil Spill

LA Bike Map

Significance of crowd sourcing

• Hard to compete in financial terms

• Potential to utilise lots of people power

• Not just monitoring problems but engaging people in them

Question 1.

How could your organisation use crowd sourcing to better identify the problems you are addressing?

1• Why is social media relevant?

2• Social media as diagnosis

3• Social media as treatment

4• Limitations of social media

1• Why is social media relevant?

2• Social media as diagnosis

3• Social media as treatment

4• Limitations of social media

2• Social Media as Treatment

2• Social Media as Treatment

Peer Influence

Student Switch Off

"The environmental motivation is the simplest of forces: people do things

because their peers are doing it”

Polishing the DiamondNFP Synergy

Peer Influence

Peer Influence

• Content can be easily shared

• Use existing supporters to engage wider audiences

Student Switch Off

• Recruit 10,000+ Eco Power rangers in University Halls

• Incentivise students to use social media to influence peers

• Average 9% energy saving per year

Student Switch Off

• Recruit 10,000+ Eco Power rangers in University Halls

• Incentivise students to use social media to influence peers

• Average 9% energy saving per year

Question 2.

How could you encourage supporters to influence others to join the movement?

1• Why is social media relevant?

2• Social media as diagnosis

3• Social media as treatment

4• Limitations of social media

1• Why is social media relevant?

2• Social media as diagnosis

3• Social media as treatment

4• Limitations of social media

4• Limitations of social media

He says utilising weak ties can’t promote the radical changes we need

Gladwell argues social media can’t deliver significant social change

Question 3.

Does social media encourage a culture of slacktivism?

1• Why is social media relevant?

2• Social media as diagnosis

3• Social media as treatment

4• Limitations of social media

340% increase in time spent on social media in the UKhttp://www.nielsen-online.com/pr/pr_100519_uk.pdf

Age of Social Network Usershttp://royal.pingdom.com/2010/02/16/study-ages-of-social-network-users/

MoGO iPhone apphttp://www.treehugger.com/files/2010/06/mogo-iphone-app-helps-citizens-report-oiled-wildlife-in-gulf.php

Student Switch Offhttp://www.studentswitchoff.org/

Malcolm Gladwell‘s Small Change Articlehttp://www.newyorker.com/reporting/2010/10/04/101004fa_fact_gladwell

References

Thanks for listening

www.ecodemia.co.uk

www.alter-eco.co.uk

www.slideshare.org

www.digitalcharities.org

2) How could you encourage supporters to influence others to join the movement?

3) Does social media encourage a culture of slacktivism?

1) How could your organisation use crowd sourcing to better identify the problems you are addressing?