Hello, we are social. We’re a global conversation agency, with offices in London, New York, Paris, Milan, Munich, Singapore, Sydney & São Paulo. We help brands to listen, understand and engage in conversations in social media.
We’re a new kind of agency, but conversations between people are nothing new. Neither is the idea that ‘markets are conversations’.
We’re already helping adidas, Heinz, Unilever, Heineken, eBay, Jaguar, Intel, Moët & Chandon & Expedia.
If you’d like to chat about us helping you too, then give us a call on +44 20 3195 1700 or drop us an email.
Intrinsically the social web engenders the creation and distribution of social capital on a scale never seen before. The volunteerism and shared good-will upon which civil society and the third sector grew from has become a central platform in mainstream society.
The emergence of low-cost, web-based tools which make up the infrastructure of social media is connecting individuals with shared-values and shared-goals at an unprecedented rate and on a global scale. This means that people with shared-values can easily find similarly minded people wherever they live, plan action for social change and work together to achieve it.
This is all immensely powerful and desirable for civil society. However, it also poses a series of significant challenges to traditional civil society actors, such as charities, NGOs and political parties.
People are using the social web to find like-minded people that have shared goals and then using online tools to connect and implement global campaigns. What role do NGOs and charities play in this networked civil society?
While the emergence of global, self-organised advocacy networks may pose specific threats to the third sector (in particular traditional membership-led movements) these networks offer established organisations massive opportunities to extend their reach and effectiveness.
To achieve this, third sector organisations need to adjust the way in which they’re structured and potentially move to a hybrid model of organisation encompassing a range of organisational models, e.g. fundraising, single-issue campaigning, education, etc – or as I put it in my presentation: move from a ‘Join Up’ to a ‘Join Us’ structure.
More fundamentally third sector organisations operating in the new networked world need to:
Identify networks and communities self-organised around a cause or single-issue relevant to the their core offering
Listen to these networks and communities to understand how a strategic partnership can be formed
Create a conversation platform as a node in these networks
Engage with these key networks to achieve specific shared goals – either fundraising, policy-change, education, etc
By embracing the organisational disruption that a networked civil society brings we believe the future is bright for social change and the third sector.
If you liked this post, why not subscribe to We Are Social by email or RSS?