Social networks for a good cause – growth, culture and impact

Imagine if people were using social network sites such as Facebook not only for leisure, but to contribute to a good cause.  If engagement would go beyond Slacktivism to be part of a cause, and millions of people were contributing to a common for worldwide development work. Why doesn't it happen like that with Wikipedia? Or am I wrong and perhaps we actually are coming close to mass collaboration?

If I look at the statistics and the incredible growth of social networks, I wonder how and when would these networks be used to join expertise, share ideas, do volunteer work, and mobilize people for social change?

Over at the web2fordev blog, I analyzed the potentials of social networks to address world challenges, which I extend in three posts. My assumption is that a lot has already happened, but most initiaves are still squattered around the web and the large group of "normal", non social media enthusiasts, the majority of the web, is just tapping into online social networks.

The next Billion – the rise of social network sites in developing countries

Social network websites are becoming a global phenomenon. Millions now go online to engage in social networks. According to Wikipedia, there are some 1.5 billion members worldwide. Where is this growth taking place? What does this mean for web2fordev? And what role do mobile phones play. Almost a million people registered on Facebook in just three years for Egypt alone. According to Appfrica, South Africa has 1.1 million Facebook members, Morocco 369,000, Tunisia 279,000, Nigeria 220,000, Kenya 150,000,and Mauritius 60,000. The largest online social network is in China. QQ focuses on instant messaging and gaming with over 300 million active members. (Whole article)

The world becomes a village – implications of social networks

What happens when millions of people engage in social networks? Online communities are not a new phenomenon, but the creation of large online meeting spaces marks a new era and new dimensions.

What is happening in these social networks and what are the implications? A great analogy comes from Anand Giridharadas, who wrote an article by the title "Behind Facebook’s Success: It Takes a Village". Anand argues that being in a social network is like living in a village, where you can share your thoughts, emotions, news, and more – something like entertaining neighbourhood relationships, with the difference that geographic location, physical distances and time do not matter anymore and interactions can occur on a global scale, 24 hours  a day and seven days a week. Once you establish your network with a multitude of members, "you are compelled, as in the village, to know their business. It’s strangely nice."

From local to global - social networks address world challenges

Whether the environment, poverty or peace, almost all of today's challenges are also dealt with in one or in another way  through the Internet. Online social networks play an increasingly important role in connecting people and offering spaces where groups of individuals can work on solutions and push for change. There are fascinating examples from local to global engagement.

What are the different forms of engagement and who takes part in them?

The ease of forming groups

There are two main pillars: Firstly, through the social web it has becomes increasingly easy to find and connect with people sharing common interests and worldviews. Secondly, it is getting easier by the day to set-up online groups online, attract followers and see them coalesce around a shared vision or common mission.

Clay Shirky highlights a social factor in his book "Here comes Everybody":

"Ridiculously easy group-forming matters, because the desire to be part of a group that shares, cooperates, or acts in concert is a basic human instinct that has always been constrained by transaction costs." “Everywhere you look, groups of people are coming together to share with one another, work together, or take some kind of public action. For the first time in history, we have tools that truly allow for this.”

Different forms of engagement

Participating in social networks can be very different, for example, from passive sharing to active problem solving. Gaurav Mishra has elaborated the "4Cs Social Media Framework", which helps look at the different forms of engagement. I adopted it slightly and describe each level through different examples.

Content Sharing

It all starts with sharing information between people, by publishing content, to let each other know about certain issues and create conversations. It can be by simply sharing a common tag such as web2fordev to collect bookmarks or to use the same hashtags such as #iranelection when spreading news about the recent election in Iran.