Channel for ‘group-based’ campaigning

1. Channel for ‘group-based’ campaigning

2. Top News Trends on Twitter 2009 News Events 1. #iranelection 2. Swine Flu 3. Gaza 4. Iran 5. Tehran 6. #swineflu 7. AIG 8. #uksnow 9. Earth Hour 10. #inaug09 Analysts said that the site came of age during Iran’s post-election turmoil in June, when opposition activists used Twitter to co-ordinate protests and voice concerns. Because much of the Iranian mobile telephone system was disabled the internet became the key organising medium for the opposition, with websites such as Facebook and Twitter the favourite forums. Twitter was used because there was no time delay on messages, so information could not be filtered or censored. The moment that a user sends a tweet anyone with an internet connection anywhere in the world can see it. It is also difficult to track individuals so people can stay anonymous if they want to, analysts said. • It became a vehicle to take on an oppressive government in ‘real-time’ • It beat the censors as it was inside-out not outside news coming in http://technology.timesonline.co.uk/tol/news/tech_and_web/article6958825.ece

3. 2m + Tweets on Iran Election • It raised ‘popular awareness’ about an issue the media would not cover in as much depth http://mashable.com/2009/07/01/iranelection-stats/

4. IranianElections • The opposition drove the news agenda not the government or our own news agencies

5. Iranian Elections • #CNNfail – held the media to account for its own failings 12/06/09 – Iranians took to the streets in protest after the 2009 presidential election results in Iran. Mainstream media was slow to provide coverage and the government run media operation in Iran was obviously not going to profile any form of dissent for the world to witness. So, the protestors turned to the Internet to tell their stories. The crowd felt a sense of entitlement for news they wanted covered, and it left the media world behind as users turned the trending topics sidebar on Twitter’s home page into their own with hashtags such as #CNNFail. Twitter became the instant ombudsman for the media establishment, holding media accountable for what they were – or were not – broadcasting.” The impact online was massive. Twitter delayed their scheduled site maintenance because of the important communications role it was playing. Twitter users changed their profile photo green to demonstrate their support and updated their “Location” to Tehran in an effort to confuse Iranian authorities searching for dissidents. Many people are now better informed than before and the fight for Iranian justice continues

6. Chinese Earthquake – real time updates • News of disaster came from those living through it in real-time • All governments learnt of scale through social media

7. Response - immediate • The world organised a response almost as fast as events were happening • But this new freedom to speak out meant unwelcome truths about corruption in building construction and families losing only child – in ‘one child’ China started to take centre stage

8. People radicalised • People radicalised – down came the great China firewall once more and it became a crime to talk about the event • However, if you have a camera phone and can access social media you are now a deadly threat to all regimes

9. Rage Against the X Factor • Fed up with the blandness of X Factor winners automatically walking away with Christmas No1’s in the UK – social media campaigns were run to push an atypical song ahead of the bookie’s favourite

10. Mum takes on Simon Carroll • The success led to a new legend of the social media campaign being formed

11. Rock fan's Rage Against the X Factor campaign Jon Morter, 35, a part-time rock DJ and logistics expert from South WoodhamFerrers, near Chelmsford, decided it would be a bit of a giggle to start a campaign to encourage people to buy a record with pretty much the opposite vibe to the X Factor winner's ballad. While McElderry urges listeners to "keep the faith", the Rage track is best known for its now-ironic refrain: "Fuck you, I won't do what you tell me." This time, he was helped by the comedian Peter Serafinowicz, who on 15 December urged his 268,000-plus Twitter followers to join in, and it snowballed from there. By the time Paul McCartney and former X Factor winner Steve Brookstein had pledged their support, poor McElderry seemed doomed. When the Guardian broke the news to Morter that he had won, he was initially lost for words. "Oh bloody hell," he said, as the consequences of what he had done became clear. Composing himself, he said: "I think it just shows that in this day and age, if you want to say something, then you can – with the help of the internet and social networking sites like Facebook and Twitter. If enough people are with you, you can beat the status quo." http://www.guardian.co.uk/music/2009/dec/20/rage-against-machine-christmas-number-1

12. Justine Roberts, co-founder and managing director of Mumsnet, said: "Mumsnetters thought the campaign to be ill-conceived, crass and stupid and the reaction on Mumsnet was a mixture of annoyance, contempt and despair in fairly equal measure.“ Result –PR agency Beta picks up bad press and is on the back foot in crisis management mode Will this affect future revenues? http://www.guardian.co.uk/media/2010/jan/06/outdoor-advertising-career-women-billboards