I’m experimenting with Quaker Quote of the Day for the QuakerQuaker Twitter account. You should be able to read them on Twitter here. Extended versions will be on QuakerQuaker’s new QOTD blog.It’s hard to pack a good quote into only 140 characters so there will be some shortening, but the full piece should give it a bit more context.
I’ll be mostly quoting historical Friends but I might throw a living person in there once in awhile. I won’t use a quote book to deliver the same adage you’ve heard a million times before. I’ll also try not to chop it up into a meaning that goes against the author’s intention.
I’d like to talk today about social media and nonprofits. I’ve had a couple of interesting projects lately helping nonprofits put together Facebook Pages, LinkedIn Groups and Twitter sites. I think this is an exciting way to reach out to audience members.
Today: Email Lists
Over the last few years we’ve focused on email lists. We all have big email lists – tens of thousands of users, segmented all sorts of different ways. We send out dozens of emails a week and they end up seeming not spam.
Facebook Pages
A new era is coming with social media. A big change is Facebook Pages. These are geared toward advertisers although you don’t need to have a Facebook advertising campaign to use them. In March 2009, Facebook redesigned Pages to act much more like typical user profiles: there’s a wall, there’s an activity stream, and you can associate different applications with them.
Two things about Pages are exciting. One is the activity stream. People who sign up as “fans” of your Page see what you’re putting out in their individual stream. They’ll log into Facebook and see that messages like “Jen just got engaged!” or “Joe is having a bad hair day” and that your organization is having some great event coming up this weekend. You’re seen in the association of happy news from their friends. It’s different from a spammish email because it’s coming in with the context of their friends, which is very powerful for publicity.
The other nice thing about Facebook Pages is that they’re public. A lot of portions of Facebook aren’t but making Pages public means you can point to them from your website or other social media campaigns.
I think Facebook fan groups are going to be the new email list. They are the way we’ll be able to reach out to people. I’m very excited about this because there’s all sorts of easy multimedia possibilities. You can integrate with Youtube, with Twitter, with podcasts, etc., embedded for fans of your Facebook page to see as it’s happening. This is much more exciting than some of the emails that we send out. They are also more interactive because fans can post things on your fan walls so you can have conversations on your sites.
Intimate, immediate, engaging
What the smart nonprofits are going to be doing is a lot of posting in a style that’s authentic and intimate and less worried about being slick than we’ve typically been.
What I would love to see nonprofits doing is to get serious about video. I’m not talking about fancy video, hauling in videographers for six months shooting a three minute slick commercial. Get an inexpensitve video recorder and start doing five minute interviews with the people your organization serves. This will differ depending on your organization’s focus. One advantage to simple videos is that you can convince even the busiest of your interviewees to take out a few minutes. You make these videos and post them to Youtube, Vimeo or directly to Facebook video. It doesn’t matter where they hosted but you’ll have to make sure they’re embedded on your Facebook fan page.
Building our Facebook Fan Page
How to direct? You can direct in the emails you’re sending out or through other sources. Twitter is a great way of directing people to what’s happening: you send out a 140-character “tweet” with an interesting tease about the video you’ve produced and a link to the Facebook fan page.
The whole goal is to get Facebook fans. Once you’re in as a fan, you show up in their activity streams. All the fans get to see the events you’re organizing, the videos. If you have extra tickets to an upcoming event, post about it because people will see it immediately. It’s a wonderful way to reach people quickly in a way that’s not as intrusive as email (I suspect a lot of younger users are actually checking their Facebook homepage more often than their emails!).
The New Nonprofit Outreach
I’d love to see a lot more of these intimate, almost home-made videos going up on Facebook fan pages and using fan pages as a way of connecting with people. We can think of these as the new email list.
I would strongly encourage nonprofits to use all of these these media to reinforce their message and to find new ways to reach their audiences in a much more engaging, intimate way.
Henry Jenkins (right) mixes up the names but has good commentary on the Susan Boyle phenomenon in How Sarah [Susan] Spread and What it Means. I’ve been quoting lines over on my Tumblr blog but this is a good one for Quaker readers because I think it says something about the Convergent Friends culture:
When we talk about pop cosmopolitanism, we are most often talking about American teens doing cosplay or listening to K‑Pop albums, not church ladies gathering to pray for the success of a British reality television contestant, but it is all part of the same process. We are reaching across borders in search of content, zones which were used to organize the distribution of content in the Broadcast era, but which are much more fluid in an age of participatory culture and social networks.
We live in a world where content can be accessed quickly from any part of the world assuming it somehow reaches our radar and where the collective intelligence of the participatory culture can identify content and spread the word rapidly when needed. Susan Boyle in that sense is a sign of bigger things to come — content which wasn’t designed for our market, content which wasn’t timed for such rapid global circulation, gaining much greater visibility than ever before and networks and production companies having trouble keeping up with the rapidly escalating demand.
Susan Boyle’s video was produced for a U.K.-only show but social media has allowed us to share it across that border. In the Convergent Friends movement, we’re discovering “content which wasn’t designed for our market” – Friends of all different stripes having direct access to the work and thoughts of other types of Friends, which we are able to sort through and spread almost immediately. In this context, the “networks and productions companies” would be our yearly meetings and larger Friends bodies.
Reports are in that link up the US torture program and the hunt for the non-existent weapons of mass destruction. Jonathan S Landay in McClatchy News quotes a “former senior U.S. intelligence official familiar with the interrogation issue”:
“The main [reason for the torture] is that everyone was worried about some kind of follow-up attack (after 9/11). But for most of 2002 and into 2003, Cheney and Rumsfeld, especially, were also demanding proof of the links between al Qaida and Iraq that (former Iraqi exile leader Ahmed) Chalabi and others had told them were there.”
“There was constant pressure on the intelligence agencies and the interrogators to do whatever it took to get that information out of the detainees, especially the few high-value ones we had, and when people kept coming up empty, they were told by Cheney’s and Rumsfeld’s people to push harder,” he continued.
All this is not really a surprise; I covered it in real time over on Nonviolence.org. There were numerous reports that the Vice President and Secretary of Defense were pushing the intelligence agencies to come up with evidence that would back their flawed theories.
The United States is supposed to be the champion of freedom but we resorted to the most brutal of communist-era torture techniques because our highest officials were more interested in their cartoon view of the world than the complex reality (and not so complex: anyone who’s taken an “Intro to Islam” class would know that an alliance between Saddam Hussein and Osama bin Laden would be have been very unlikely). When facts and ideological theories don’t match up, it’s time to dig for more facts and revisit the ideologies.
Here’s my working theory: I think Liberal Friends have a good claim to inventing the “new monastic” movement thirty years ago in the form of Movement for a New Society, a network of peace and anti-nuclear activists based in Philadelphia that codified a kind of “secular Quaker” decision-making process and trained thousands of people from around the world in a kind of engaged drop-out lifestyle that featured low-cost communal living arrangements in poor neighborhoods with part-time jobs that gave them flexibility to work as full-time community activists. There are few activist campaigns in the 1970s and 1980s that weren’t touched by the MNS style and a less-ideological, more lived-in MNS culture survives today in borderline neighborhoods in Philadelphia and other cities. The high-profile new monastics rarely seem to give any props to Quakers or MNS, but I’d be willing to bet if you sat in on any of their meetings the process would be much more inspired by MNS than Robert’s Rules of Order or any fifteen century monastic rule that might be cited.
For a decade I lived in West Philly in what I called “the ruins of the Movement for a New Society.” The formal structure of MNS had disbanded but many of its institutions carried on in a kind of lived-in way. I worked at the remaining publishing house, New Society Publishers, lived in a land-trusted West Philly coop house, and was fed from the old neighborhood food coop and occasionally dropped in or helped out with Training for Change, a revived training center started by MNS-co-founder (and Central Philadelphia Meeting-member) George Lakey It was a tight neighborhood, with strong cross-connections, and it was able to absorb related movements with different styles (e.g., a strong anarchist scene that grew in the late 1980s). I don’t think it’s coincidence that some of the Philly emergent church projects started in West Philly and is strong in the neighborhoods that have become the new ersatz West Philly as the actual neighborhood has gentrified.
So some questions I’ll be wrestling with over the next six months and will bring to Pendle Hill:
Why haven’t more of us in the Religious Society of Friends adopted this engaged lifestyle?
Why haven’t we been good at articulating it all this time?
Why did the formal structure of the Quaker-ish “new monasticism” not survive the 1980s?
Why don’t we have any younger leaders of the Quaker monasticism? Why do we need others to remind us of our own recent tradition?
In what ways are some Friends (and some fellow travelers) still living out the “Old New Monastic” experience, just without the hype and without the buzz?
It’s entirely possible that the “new monasticism” isn’t sustainable. At the very least Friends’ experiences with it should be studied to see what happened. Is West Philly what the new monasticism looks like thirty years later? The biggest differences between now and the heyday of the Movement for a New Society is 1) the Internet’s ability to organize and stay in touch in completely different ways; and 2) the power of the major Evangelical publishing houses that are hyping the new kids.
I’ll be looking at myself as well. After ten years, I felt I needed a change. I’m now in the “real world” – semi suburban freestanding house, nuclear family. The old new West Philly monasticism, like the “new monasticism” seems optimized for hip twenty-something suburban kids who romanticized the gritty city. People of other demographics often fit in, but still it was never very scalable and for many not very sustainable. How do we bring these concerns out to a world where there are suburbs, families, etc?
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RELATED READING: I first wrote about the similarity between MNS and the Philadelphia “New Monastic” movement six years ago in Peace and Twenty-Somethings, where I argued that Pendle Hill should take a serious look at this new movement.
The goal of most websites is to extended the interaction with the visitor beyond this one visit: we seek to sell them a product, join our mailing list, buy tickets to our event or subscribe to us in a news reader. Facebook is quickly becoming the most important email list and news reader. If it continues to innovate (and borrow ideas from innovative competitors) it could quickly become a major commercial portal as well. As its adoption rate climbs within the ranks of our target audiences, it becomes an effective way to extend visitor relationship and build more intimate brand identities.
This will change company’s interactions with customers, who will start to expect and then demand real-time interaction. This can take many forms – status updates, calendars, videos – but the emphasis will be on immediacy. The style will shift from slickly-produced mass marketing to a one-on-one responsive back and forth. Smart marketers will think less in terms of selling and more in terms of relationship building. Analytics and constantly-rolling A/B tests will give us a near real-time gauge with which to measure the success of these relationships. The recession is bringing a new urgency for measurable results and might actually help shift corporate and non-profit budgets away from high-price opinions and toward this new style of social-network-mediated marketing.
It will be interesting to see how organizations adapt to social media’s evolving role.
I feel I’m being called to be profoundly non-strategic these days. What do big words add to understanding? Our message is simple. All we need to do is love God and care for one another. Our task is not to know all the answers but to simply follow what small leads we’ve been given and trust in the Lord that this is the work of the Kingdom. It is too easy to adopt the clothes of a professionalism that hide a predatory motive and mask the unspoken fear at the root of our labors.
But love ye your enemies, and do good, and lend, hoping for nothing again; and your reward shall be great, and ye shall be the children of the Highest: for he is kind unto the unthankful and to the evil.Be ye therefore merciful, as your Father also is merciful. Judge not, and ye shall not be judged: condemn not, and ye shall not be condemned: forgive, and ye shall be forgiven:Give, and it shall be given unto you; good measure, pressed down, and shaken together, and running over, shall men give into your bosom. For with the same measure that ye mete withal it shall be measured to you again.
I will worry less about those who seem intent to push houses across sandy soil. I will dig down looking for the bedrock and I will invite others to join with their shovels. I will stop worrying about the specks in my brothers’ eyes.
And why call ye me, Lord, Lord, and do not the things which I say? Whosoever cometh to me, and heareth my sayings, and doeth them, I will shew you to whom he is like: He is like a man which built an house, and digged deep, and laid the foundation on a rock: and when the flood arose, the stream beat vehemently upon that house, and could not shake it: for it was founded upon a rock. But he that heareth, and doeth not, is like a man that without a foundation built an house upon the earth; against which the stream did beat vehemently, and immediately it fell; and the ruin of that house was great. Quotes from Luke 6.
