Social by Social
Holiday reading: Clare-Marie White find this guide to using online social networking for campaigning both useful and inspiring
Social by Social by Andy Gibson, Nigel Courtney, Amy Sample Ward, David Wilcox and Clive Holtham. Published online at www.socialbysocial.com. ISBN 978 1 906496 41 8. Free download, or print copy at £9.99 incl. UK postage. Lots of people are nervous of computers and the big web of connections that’s out there. It’s not surprising since most ‘old’ media workers are struggling to reconcile their fascination with the new tools with their fear that they could ultimately cost them their jobs.
Social by Social seeks to reach out, with its big friendly orange format and practical sections. It has hundreds of useful lists of advice and case studies. One good example is of Simon Berry, whose idea to use Coca Cola’s ubiquitous distribution system to deliver hydration salts to Africa lay dormant for ten years. A graph shows how in 44 days people ‘clustered’ around campaign groups using a number of freely available tools and hooking in the additional power of the mainstream media – a demonstration of how the two can complement each other. The idea is now being trialled.
The book is full of inspiring examples of social change being made easier, the impossible being made possible, through mass communication and collaboration. The best thing is all the tools are within your grasp, or at least the grasp of the web-savvy volunteer who wants to help you out. With this book on your shelf, you’ll be able to talk the language and have a reference in case you get lost.
For more information, and to download or buy a print copy of Social by Social, visit socialbysocial.com
You need to login to read subscriber-only content and/or comment on articles.