Social Media: A Tool for Social Change

The convergence of social media and progressive causes is very exciting to me; I see enormous potential to leverage social media for social change. Even as far back as 2000, I used social media as an essential building block of a successful local activist campaign (in fact, I discuss this in my latest book, Guerrilla Marketing Goes Green: Winning Strategies to Improve Your Profits and Your Planet,co-authored with Jay Conrad Levinson).

I think one of the huge mistakes Obama made was to let go of the massive organizing via social media during the campaign—a piece of the campaign that may well have given him the edge both in the primaries and in the general election, and certainly a big part of mobilizing the youth vote. Actively using those tools in two-way communication would have helped energize his base, counterweighted the Tea Baggers, and provided momentum to implement the deep change he was elected to provide. In the months between the election and inauguration, Obama put out a groundbreaking initiative to get input from us. But that fizzled quickly, and I for one never got a sense that anyone was actually reading the feedback.

Yet it’s so clear that social media can be a force for social change! We’ve seen it in so many parts of the public discourse!

Although they are brilliant organizers, Obama, Axelrod, and the rest of his team missed this opportunity. They saw social media as a very effective way to reach new audiences, but not a way to build organizations focused on real change…and not as a method of communication from the people to the honchos.

Not too late to change this! If they build out their own networks, really listen to feedback, and piggyback on people with large viral followings (such as Rachel Maddow), this could still be a major influencing factor in maintaining Democratic control in the 2010 elections.