Nothing radically new here, but it’s a good, concise restatement of the obvious:
- You have to go where the people you want to reach are already at. (Organizing 101 here, folks. Sadly, this is something that I often see advocacy organizations forgetting!)
- If you want people to spread your message, you have to let them take control and make it their own. (Organizing 101 strikes again!)
- MySpace isn’t a good place to fundraise.
- It’s much harder to do local, place-based organizing on placeless, wide-scale social networking sites. So far, the most successful social networking advocacy campaigns have been about “wide, blunt” national or international issues.
The bottom line:
… a MySpace profile is not a replacement for a campaign’s homepage. Instead, it is meant to be part of a participatory ecosystem that campaigns must set up…. MySpace profiles are the equivalent to canvassing on the street or in a mall; they are part of a larger outreach effort. Just as it’s a mistake to think that the web will itself replace other media, it’s also a mistake to think that MySpace or Facebook profiles are simply lazy or trendy ways of gaining an online footprint.
(Hat tip to Marty.)