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It’s all in your head what happens
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Authenticity and Genuine Connection

Posted: April 29th, 2011 | Filed under: social media | No Comments »

Yesterday, tornadoes hit the South. People lost so much. Lives, possessions, homes. It’s heartbreaking.

In the past several years we have seen the ways that out of tragedy, people build community online. Facebook and twitter are being used to foster real connections between real people, and to improve the lives of those affected by tragedy.

Yesterday, someone created a facebook page to post pictures of photographs and documents found after the tornadoes, in the hopes that those belongings are returned to their owners.

I work with nonprofits who often look to those examples, searching for ideas for building their own communities. The internet has a lot of noise. How do these efforts break through and connect people? How do you create an “if you build it, they will come” experience?

Answer: It must come from the community, and not be forced on it.

I think this page is a great example of how social networks are successful because they make personal connections between people, and those connections can feel authentic (they don’t always, but it is possible). I hope the lesson organizations take away is that in order to gather user-generated content, you have to provide a payoff (could be a payoff to greater society, doesn’t have to be individual payoff) that seems worthwhile, genuine, and real.



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