

Gra Sutherland and I ran a session at the Shine Unconference for social entrepreneurs yesterday in London. What was billed as Authenticity in the Online World became Social Media/Web 2.0 for the Third Sector on Day Three, as the event unfolded and our awareness of what might be most useful came into focus.
Given it was one of the last sessions on a sunny Sunday afternoon, after nearly three days of the great shiny “happening”, we were delighted by the number, passion and knowledge of the people in the room.
Many were there to start scratching the surface of this new paradigm, this new way of making things happen in the world, others had already begun to engage more deeply and several were card carrying members of the converted and critically aware. Perhaps half were actively making part or most of their income directly through engagement with the social media space, which might explain the vested heat in the room. All were passionately involved in the debate that unfolded, whether they were talking or listening.
Questions People Asked
Initial questions asked included:
Why bother? Is it worth the 3rd sector getting into social media (back question here is about what is relevant to 3rd sector)
What is the current diversity of the internet? Who’s online.
Data on growth of social media for various groups, 3rd world, stakeholders of 3rd sector
What about reputation issues. How can we put stuff out there without losing our rights, our control of our message?
How do we build trust in each other online?
What are the sensible things to do in social media? How to start, put a toe in the water etc?
Why is there so much pressure to get onto facebook etc?
What will be left when the social media hype is over?
How can you make introductions safely online. How to replace the 20 min face to face ‘intuitive trust’?
Essence & Consensus
The key points we wanted to get across follow. Consensus was not sought, but to a large extent was experienced.
1. Web 2.0 / social media is a new paradigm emerging, not another internet fad or buzz word. It is changing the way we do things - potentially for the better. The pace of change is speeding up. New ways of collaborating, new economic models, new ways of building engagement and participation (think: fundraising, recruitment, contracts), new ways of communicating.
2. There are challenges and opportunities. It’s not utopia (yet). There are significant gains to be made, with wisdom and caution. Some often overlooked opportunities are for individual and group learning, collaboration and innovation. But it can be as simple as building dialogue tools into your website and partcipating in key online conversations that matter to you.
3. There is essential learning and initial or further exploration to be done by third sector people - leaders, communications/ fundraising people, HR and others. Case studies and other elements in a body of knowledge are already emerging to help in this (see UK Catalyst Awards for example). Professionals from a range of backgrounds are emerging to help.
4. The tools will keep changing but the key conceptual space is already starting to become clear (see We Think and CommonCraft for simple animated examples). Learning needs to focus on concepts first, tools second. This knowledge can be learnt and experienced without undue risk or brain drain, but a commitment is required to build capacity and embed the knowledge in specific contexts. There are no magic bullets or one size fits all.
5. Authenticity has never been more important.
6. Experimenting with tools like blogging, forums, flickr, facebook, YouTube, MySpace twitter, discussion lists etc is essential. You need to get your hands in there having real life experiences to get a feel for things. That doesn’t mean you have to be on facebook nor reveal all, anywhere at anytime.
7. We can now more easily be thinking and connecting with words, images, music, videos, photos, animation. It’s good to explore when and how to use a range of media to communicate. Different tools are more or less supportive of different media.
8. It can all be very confusing and time consuming! Even for seasoned specialists.
9. Small steps might be all it takes. One step at a time. As long as the path is clear.
10. Social media should work in support of, not as a substitute for, face-to-face, “real world” interaction.
We are well aware real consensus cannot be achieved in such a short time, nor was this an intended outcome of the session. To ensure your views at this point become clearer to yourself and others, participate in the ongoing debate.
Who Was There
Some of the people and organisations represented in the discussion included the very knowledgeable Dave Dawes (Foundation of Nursing Leadership), David Wilcox (Social Reporter. Much involved with building up social media around the Shine event and very active in this space. Do check out his blog and coverage of the event), Angela Walker (Neru - Brand & Marketing), Parag Shah (Art Switch), Alison Coward (social entrepreneur), David Floyd (Social Spider), Chris Prior (Franklin Waugh), Eszter Kun (social entrepreneur), Ben Matthews (Bright One Communications),
In the true spirit of the unconference and web 2.0, we collaborated with whoever turned up, rather than delivering a one-way, “we have the knowledge, sit there and eat it” presentation. Which of course can be very useful and inspiring to receive. But not empowering, nor making the most of the opportunity rare “face time” offers for deeper human interaction.
Social Media for the Third Sector Video
We see our job as offering time and cost effective training and ongoing support to help the Third Sector find out what is really worth knowing and doing within their own context.
To find out more about the approach we are offering in our next learning programme in Social Media for the Third Sector, view this short interview David Wilcox invited me to do.
At the end?
We were all intent on making sure the Third Sector (social enterprise, charities, non-profits) are not left behind in gaining this knowledge, if it can be used in meaningful ways that lead to genuine social impacts. No-one’s in it just to get “friends” in facebook or waste their time, to be sure.
How will we create these impacts? Well, we might need to dip a toe or two in the water. Maybe even plunge in at some point.
Let’s continue the conversation…
…in our social network to explore these ideas further… If your questions need expanding or clarifying, if you want answers or to help others find them, get in there. All with an interest are welcome. There are already many posts and discussions in the Ning that start to cover some of the question above.
Never joined one before? No time like now to experiment… You can watch for a while, explore when you are ready.