Malcolm Gladwell’s modus operandi is to make outrageously counter-intuitive claims that people will talk about enough that they’ll buy his boss’s magazine, books and bobble-head likenesses. I find him likable and diverting but don’t take his claims very seriously. He’s a lot like Wired Magazine’s Chris Anderson, his sometimes sparring partner, which isn’t surprising as they work for the same magazine empire, Conde Nast Publications.

In his article, Gladwell takes a lot of potshots at social media. It’s easy to do. He picks Clay Shirky, another New York “Big Idea” guy as his rhetorical strawman now, claiming Shirky’s book “Here Comes Everybody” is the “bible of social-media movement.” Reading Gladwell, you kind of wish he’d get out of the echo box of circle-jerk New York Big Talkers (just getting out of the Conde Nast building’s cafeteria would be a good start).

Gladwell’s certainly right in that most of what passes for activism on Twitter and Facebook is ridiculous. Clicking a “Like” button or changing your profile image green doesn’t do much. He makes an important distinction between “weak ties” (Facebook “friends” who aren’t friends; Twitter campaigns that are risk-free) and “strong ties.” He cites the Civil Rights movement as a strong-tie phenomenon: the people who put themselves on the line tended to be those with close friends also putting themselves on the line.

What Gladwell misses is strong-tie organizing going on in social media. A lot of what’s happening over on QuakerQuaker is pretty strong-tie–it’s translating to workshops, articles, and is just one of a number of important networks that are forming. People are finding each other and making real connections that spill out into the real world. It’s not that online organizes creates real world changes, or even the reverse. Instead, under the right circumstances they can feed into each other, with each component magnifying the other’s reach.

One example of non-hierarchical involved social media is how Quaker bloggers came together to explain Tom Fox’s motives after his kidnapping. It didn’t have any effect on the kidnappers, obviously, but we did reach a lot of people who were curious why a Friend might choose such a personally dangerous form of Christian witness. This was all done by inter-related groups of people with no budget and no organizational chart. But these things don’t have to be quite so life-and-death.

A more recent example I’ve been able to see up close is the way my wife’s church has organized against diocesan attempts to shut it down: a core group of leaders have emerged; they share power, divide up roles and have been waging an organized campaign for about 2.5 years now. One element of this work has been the Savestmarys.org blog. The website’s only important because it’s been part of a real-world social network but it’s had an influence that’s gone far beyond the handful of people who write for it. One of the more surprising audiences have been the many staff at the Diocesan headquarters who visit every day–a small group has taken over quite a bit of mental space over there!

It’s been interesting for me to compare QuakerQuaker with an earlier peace project of mine, Nonviolence.org, which ran for thirteen years starting in 1995. In many ways it was the bigger site: a larger audience, with a wider base of interest. It was a popular site, with many visits and a fairly active bulletin board for much of it’s life. But it didn’t spawn workshop or conferences. There’s no “movement” associated with it. Donations were minimal and I never felt the support structure that I have now with my Quaker work.

Nonviolence.org was a good idea, but it was a “weak tie” network. QuakerQuaker’s network is stronger for two reasons that I can identify. The obvious one is that it’s built atop the organizing identity of a social group (Friends). But it also speaks more directly to its participants, asking them to share their lives and offering real-world opportunities for interaction. So much of my blogging on Nonviolence.org was Big Idea thoughts pieces about the situation in Bosnia–that just doesn’t provide the same kind of immediate personal entre.

Malcolm Gladwell minimizes the leadership structure of activist organizations, where leadership and power is in constant flux. He likewise minimizes the leadership of social media networks. Yes, anyone can publish but we all have different levels of visibility and influence and there is a filtering effect. I have twenty-five years of organized activism under my belt and fifteen years of online organizing and while the technology is very different, a lot of the social dynamics are remarkably similar.

Gladwell is an hired employee in one of the largest media companies in the world. It’s a very structured life: he’s got editors, publishers, copyeditors, proofreaders. He’s a cog in a company with $5 billion in annual revenue. It’s not really surprising that he doesn’t have much direct experience with effective social networks. It’s hard to see how social media is complementing real world grassroots networks from the 40th floor of a mid-town Manhattan skyscraper.

Related Reading:

• What Malcolm Gladwell Doesn’t Understand About Activism and Social Networks over on StudentActivism.net, via @public_historian.
• Friends and Hierarchy and Social Change. Jeanne Burns on QuakerQuaker.
• Make the Revolution from Anil Dash: “People who want to see marches in the streets are often unwilling to admit that those marches just don’t produce much in the way of results in America in 2010.”
• Social Media for Good and Evil, Strong and Weak Ties, Online/Offline,and Orgs and Networks from Beth Kantor

For the last year I’ve been pondering the opportunities of using mid-week religious education and worship as a form of outreach. Emergent Church types love small group opportunities outside of the Sunday morning time slot and it seems that mid-week worship is one of those old on-the-verge-of-death Quaker traditions that might be worth revitalizing and recasting in an Emergent-friendly format.

Last Spring I spent a few months regularly attending one of the few surviving mid-week worships in the area and I found it intriguing and full of possibilities but never felt led to do more. It seemed that attenders came and went each week without connecting deeply to one another or getting any serious grounding in Quakerism.

Reflecting on the genesis of a strong Philadelphia young adult group in the mid-1990s, it seemed like the ideal recipe would look something like this:

• 6pm: regular religious ed time, not super-formal but real and pastoral-based. This would be an open, non-judgemental time where attenders would be free to share spiritual insights but they would also learn the orthodox Quaker take on the issue or concern (Barclay essentially).
• 7pm: mid-week worship, unprogrammed
• 8pm: unofficial but regular hang-out time, people going in groups to local diners, etc.

Unprogrammed worship just isn’t enough (just when y’all thought I was a dyed-in-the-plain-cloth Wilburite…). People do need time to be able to ask questions and explore spirituality in a more structured way. Those of us led to teaching need to be willing to say “this is the Quaker take on this issue” even if our answer wouldn’t necessarily pass consensus in a Friends meeting.

People also need time to socialize. We live in an atomized society and the brunt of this isolation is borne by young adults starting careers in unfamiliar cities and towns: Quaker meeting can act as a place to plug into a social network and provide real community. It’s different from entertainment, but rather identity-building. How do we shift thinking from “those Quakers are cool” to “I’m a Quaker and I’m cool” in such a way that these new Friends understand that there are challenges and disciplines involved in taking on this new role.

Perhaps the three parts to the mid-week worship model is head, spirit and heart; whatever labels you give it we need to think about feeding and nurturing the whole seeker and to challenge them to more than just silence. This is certainly a common model. When Peggy Senger Parsons and Alivia Biko came to the FGC Gathering and shared Freedom Friends worship with us it had some of this feel. For awhile I tagged along with Julie to what’s now called The Collegium Center which is a Sunday night Catholic mass/religious ed/diner three-some that was always packed and that produced at least one couple (good friends of ours now!).

I don’t know why I share all this now, except to put the idea in other people’s heads too. The four weeks of Wednesday night religious ed at Moorestown might have something of this feel; it will be interesting to see.

For those interested in curriculum details, I’m basing it on Michael Birkel’s Silence and Witness: the Quaker Tradition (Orbis, 2004. $16.00). Michael’s tried to pull together a good general introduction to Friends, something surely needed by Friends today (much as I respect Howard Brinton’s Friends for 300 Years it’s getting old in the tooth and speaks more to the issues of mid-century Friends than us). Can Silence and Witness anchor a Quakerism 101 course? We’ll see.

As supplementary material I’m using Thomas Hamm’s Quakers in America (Columbia University Press, 2003, $45), Ben Pink-Dandelion’s Convinced Quakerism: 2003 Walton Lecture (Southeastern Yearly Meeting Walton Lecture, 2003, $4.00), Marty Grundy’s Quaker Treasure (Beacon Hill Friends House Weed Lecture, 2002, $4.00) and the class Bill Tabor pamphlet Four Doors to Quaker Worship (Pendle Hill, 1992, $5.00). Attentive readers will see echos from my previous Quakerism 101 class at Medford Meeting.

A lot of the search phrases are predictable for anyone who reads my blog enough: “modern liberal Quakers”:google, “Quaker peace testimony”:google, “Quaker decline”:google, “Quaker theology”:google, “emergent church movement”:google and “catholic Quakers”:google. By far the most popular searches are for the plain dress page. Every day I get searches for “modest dresses”:google, “plain dress”:google, “Quaker dress”:google, etc. Most Quakers might have long ago dismissed peculiarities like plain dress as relic of the nineteenth century, but a lot of twenty-first century net surfers are curious about this tradition of ours.
Sometimes I get search traffic that is downright bizarre. Who searches for “Its light that makes me uncomfortable?”:google (I like it; the Light spoken of by Friends is one that exposes and convicts before it comforts). “I’m going to hire a wino to decorate our home”:google is not a tactic I’ve ever considered (thanks Melynda). I’m apparently a world expert in “insecurities of young people from fashion modeling.”:google And if you want to know if “armageddon [is] gods way of getting rid of human race”:google I’m the guy to talk to. My Lutheran grandmother will rest easier in her grave knowing that I’m an important figure for “christian young adults”:google and a leading voice on “morality in twenty somethings”:google, but if all this righteousness gets to you I can also show you how to “beat a dead horse”:google.
More in the bizarro “why me?!” file: “baby arm picture”:google, “hand wash experiments”:google, “liberal protestantism and safe sex”:google, “unused cell phone numbers”:google. I’m not sure who thinks I know anything about the “statue of liberty holding a guitar”:google. “Do amish women wear bras”:google?: I don’t know.
Some of the phrases are so generic that I marvel that they point here. Are there really so few sites talking about “twenty-somethings”:google, even generically? Shouldn’t there be lots of mainline Protestants worried about their declining numbers and asking “why are churches dying”:google. There ain’t much movement to the “emergent church movement”:google if I’m the number one hit. I’d be happy to guide visiors to “gay christian websites”:google but I’m hardly an expert (or does Google know something about me that I don’t?). I’ve never been asked to give any major “Quaker speeches for peace”:google even though Google seems to think it’s about time; if you want lighter fare for your conference, I can also give a presentation on “fun things to to do with your Quaker”:google.
For the record: I have never met “mel gibson’s wife”:google, though I do know “Theo‘s mom”:google quite intimately, having been “married in south jersey”:google (want proof? How about some “baby Quaker pictures”:google ?). I don’t run “the social network for gorillas”:google but if I did it stands to reason I’d be something of an authority on the “theology of the planet of the apes”:google. If I knew “where thriving young adults can be successful”:google, do you think I’d be working for nonprofits?? I’m also afraid I don’t have much advice on “how to flatten new sod”:google. I do agree that “there were no good old days, these are the good old days”:google.
Finally, my favorite search phrase: “baby theo”:google. I have at least one Friend that uses this search phrase instead of bookmarking my site (he complained when my Baby Theo page temporarily fell out of first place).

h4. Methodology
bq. The linked words in this post are a sample of actual phrases that have brought actual visitors to my site from search engines. All of the links are to Google, the most commonly-used search engine, but some of these visitors used other search engines to find my site (which is why I won’t necessarily come up when you click the Google link).
h4. Updates
* “How crazy am I survey”“http://www.google.com/search?hl=en&lr=&safe=active&q=HOW%20CRAZY%20AM%20I%20SURVEY (9/2006)