Many critics of social media claim that it is the masses screaming to be heard, not in a good way. At its core that is a major problem for social media. Many of the blogs and news feeds that get the most traction aren’t always the most newsworthy or the most important.

I friend of mine asked me to check out a website that was trying to incite change through web 2.0/social media tools. The site, ondayone.org, is trying send a message to who ever the next President is that these are the the issues that he/she should try to solve on day one.

I am a huge advocate of non-profits using social media and web 2.0 as a tool for helping spread a message. I have written about it several times in the past and I will continue to follow non-profits in the hopes that they see social media as the catalyst it can be. The site is being backed by several non-profits, most notably the UN Foundation.

I have never been one to talk politics in public. I have my political views and I have always respected those of others. What I would like to hear a discussion on is if you think what ondayone is doing can be accomplished. Young voters, typically the early adopter crowd, have a history of failing to come out and vote. For some reason they have failed to show poll numbers that make them a target for winning politicians.

For ondayone to be a success it needs to link voters with activism. The site needs to use social tools to send a message to those on the campaign trial right now that these are the issues we are interested in seeing covered. I applaud ondayone for what they are trying to accomplish. I wish more non-profits would try to elicit change by using social media.

Take a look at the site, give it a once over, and let me know what you think. I am interested in hearing a discussion on if you think the tools that ondayone is using will make a difference. Lets not make this into a discussion of which issue has the most merit, there are plenty of political blogs for that, lets have an open discussion on the feasibility of their mission and if we think there are any other tools they could be using to get their message out.

I love talking with non-profits. They typically are very passionate along with being willing to try new and exciting things. I was talking with a friend of mine who works at a large PR firm focusing on non-profits and we started chatting about business. She contested most non-profits don’t know how to operate in the digital world and I rebutted that they do, they just need to tweak their old methods a little.

Let me explain, social networking is nothing new, the human race has been creating social networks since we first realized it was easier to hunt together than alone. Digital social networks are based on principles rooted in classical networks, just accelerated online. I began to relate the new digital techniques to more classical non-profit tools.

Tagging

The Old Way: Growing up in the city I always remember seeing stickers and tags placed around the city in support of some social cause or another. These stickers were quick and dirty ways to spread a message and a non-profits’ supports could carry the stickers around and tag at will.

The New Way: Digital tags are no different. Creating digital tags that your supporters can put on messaging boards, forums, home pages and social networks generates similar reactions to tagging a subway sign or bus stop (aside from the fact that tagging is technically illegal). I have always been a fan of tagging because it allows for interaction at the lowest level and creates exposure.

Meetings

The Old Way: Meetings (in the sense of mini-events) are the essence of any grass roots social campaign. Meetings allow users to engage with other like minded individuals and share ideas. Meetings also build a sense of community and give the host a chance to pass along informational fliers and packets.

The New Way: Digital meetings can do the same, compliment your physical meeting by streaming it online and hosting a chat session. Even the most novice computer user can set up a free chat room with free video conferencing. Allow users to submit comments and follow up with them by sending packets of information and digital tags to their email.

Publications

The Old Way: Once you have a movement going you need to send your information to the masses. Typically this means printing posters, fliers and books. Nothing keeps a movement going like tangible media in the hands of people who want to pass along your message.

The New Way: Digital copies offer similar results but at a fraction of the cost. Think about this, handing out a book or flier to someone who is in your town is simple, find them and give it to them. What if you want to send it to someone in California or Alaska? Why not send them a digital copy of your book with a coupon or credit to get it printed at Kinkos? Using this model you can give someone two copies of your literature (digital and hard copy) at a fraction of the cost.

Public Service Announcements

The Old Way: In the past network television stations had time slotted for PSAs. These slots were normally during the worst hours and only reached the unemployed or the chronically late. Production cost were high and often the reach was negligible.

The New Way: Today content is king, and the internet is the station. Creating low budget PSAs that have an interesting viral hook can get more results than any TV spot could. Create a fun, low budget, video clip of your PSA and host it on several free video sites. Focus on the message not the production. Then using your new network of contacts inform your waiting public that their new video has arrived.

These were just few examples I came up with last night while chatting with my friend. I am sure there are a million more techniques out there that non-profits already know how to do and only need to transfer them to the digital world.

Can you think of any? Let me and the rest of the world know, we would love to hear about them.