Young people today are connected, global and desire justice and authenticity

At least those are the findings of McCann Worldgroup’s global survey of 16-30 year-olds: The Truth About Youth.

‘What emerged from the findings was a view of the first truly global generation, fueled and empowered by technology and motivated by the same three fundamental needs: Commune (the need for connection, relationships, and community), Justice (the need for social or personal justice, to do what’s right, to be an activist), and Authenticity (the need to see things as they are). These motivations drive behaviors that transcend borders.’

McCann identified four areas from the research that were key for them to understanding this age group:
Continue reading → Young people today are connected, global and desire justice and authenticity

How to deliver social impact with social media – a guide

Cover of Social by Social
Cover of Social by Social
Thought I’d bring your attention to a book and website that has just launched that could prove useful for you or or organisation if it’s thinking about social media.

Social by Social is ‘a practical guide to using new technologies to deliver social impact’. Supported by NESTA it has been put together by five highly experienced social entrepreneurs and reporters using social media in the UK. Their aim with the book (which you can order (£7.99), download for free as a PDF or read online) was to:

…help people in the public and third sectors do more good, by showing them the power of these technologies and how to access them. In the process, we hope we can also educate funders and policy workers about the huge shift of mindset and expectations needed to commission these projects successfully, to give the innovators more space to work.

Reading through, the advice and information given is as valid for corporate communications and businesses as it is for anyone in the third sector, individual or groups planning a campaign. Of particular note is the set of 38 initial propositions (or manifesto) for working in social media, which include advice such as:

1. Give up the illusion of control
2. People make technology matter

5. Go where people are

8. Learn to listen before you start talking

14. Start small

16. Keep it simple

Worth a read.

Also see: Writing a corporate Twitter strategy.

And whilst we’re thinking about the future…

Steve Bridger has put together an excellent presentation for the Third Sector Forum, challenging notions about how charities should operate in the future, within a more social and participatory media world.

The presentation is very much in tune with the work that Made By Many have been doing with Amnesty International (see this previous post), and it distills some very complex issues into something clearly understandable.

What’s more, much of what’s said is not just relevant to the third sector but to any other sector where transactions are the primary way of operating.