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Shooting theSocial Media Messenger!

May 11, 2011

Image by NorthJerseyMusic

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That Guy

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Three Takeaways

1. Tools & revolutions

2. Empowered 5th

estate (citizenmedia)

3. The truth about

influence (sorry,

Malcolm Gladwell)

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Was It a Facebook Revolution?

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2009: The Twitter Revolution Legacy

Iran Solidarity on

Twitter via green

A zeitgeist

Media event

BUT Repression

reigned and the tools

were used to trackdissidents

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Gladwell: Why the revolution

will not be tweeted

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Gladwell: Why the revolution

will not be tweeted

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WRONG

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Tunisia Went First

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Egypt Goes Next

Al Jazeera's "Egypt protests in social media" blog - originally from Twitter, via

@Abo_Mazen (Abdul Rahman) posted January 25, 2011 Zoetica, LLC (http://zoeticamedia.com)5/11/2011 9

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The Twitter Cant

Topple Dictators Article

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Ensuing Revolts Have Had Less Success

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SocialWas an Effective Messenger

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Takeaways for Your Efforts

Social media can serve as a catalyst for change

It allows for organized networking amongst

like minded people If the media or traditional power structures

arent covering you, there are alternatives

T

ools cannot replace human beings Social can be used against you by

knowledgable opposition

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An Empowered 5th Estate

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OK.What Is the Fifth Estate?

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The Modern Fourth Estate

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Stephen Cooper:

The Rise of the Fifth Estate

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Media Control Creates

Need for a Fifth Estate

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The Rise of Citizen Journalism

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Takeaways for Your Efforts

Whatever the topic, the media can be

circumvented with social media

If people care about the subject matter, youcan create critical mass

Citizen journalism is as effective as the quality

of your information

Providing effective information is thought

leadership: Better than content marketing

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The Truth About Influence

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Weak Ties Theory

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from bokardo.com

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Gladwells Idea Viruses

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Image by David Armano

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The Groundswell:

What Really Happened?

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Building the Movement

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Unknown Bloggers to the Mainstream,

But Not Their Community

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Weak Ties Have Magic (in the Middle)

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Takeaways for Your Efforts

Weak ties can make a HUGE difference for

change, if people believe

Influence is often a result of events Events online happen via middle ground

influencers that cultivate strong communities

Identify people that matter to yourcommunity, cultivate them

Bigger influencers tend to follow

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The Big Three Take-Aways

1. Social can be a

catalyst, but not the

cause of revolutions

2. The 5th estate

empowers

3. Influential action

rarely comes from

big voices

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Thank You and Questions

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