It was one of those rare instances where we all remembered that social media and the power of communicating online wasn't just to sell our stuff. It actually could serve a bigger purpose than our materialism and our vanity.
That's probably why I'm vetting for Occupy Healthcare. It reminds social media marketers, search guys, and everybody who wants their blog or band to become the next big thing that there are ways to use this technology to strengthen us as a community. There is nothing wrong with self promotion, but there is absolutely something wrong when that occupies every thought you have.
Occupy Healthcare is a movement that has embraced Twitter under #OccupyHealthcare to rally anyone, anywhere who wants to see some healthcare reform. Their website shares stories of the current healthcare system and suggestions as to what can be done to enhance it and make it more accessible.
But if you're going to incite a movement you can't just hope your WordPress blog does it for you. So here are a few great ways to communicate change with social media and a bit of an expansion on Occupy Healthcare's methods.
Start a hash-tag campaign
Communicating change via a hash-tag campaign on Twitter (and now Google + and Instagram) allows everyone with the relevant interest to participate in the conversation. Don't make the mistake of thinking your handle is the end all of your protest. The goal is to target the most appropriate demographic with the maximum amount of impressions. Utilizing a hash-tag campaign takes care of this.
Join Other Movements & Supply Them With Content
Check out what the other protests and social media movements are doing within your area. Are they just blindly ranting or do they have content to support their claims? Create an infographic or a website for them to share ideas and thoughts. Only so much can be conveyed with 140 characters or a status update. Host an open forum for their ideas and exchange content for acquisition.
Believe in your message
Communicating change and rallying the masses with social media is very admirable, but if you're inconsistent or falter then your authority in the subject is going to decline rapidly. Take the responsibility head on and be sure to submit or interact with people daily. You're not the czar of this movement, but people will look to you for answers. Be sure to give them some solace that the campaign is alive and kicking.
These principles aren't necessarily specific to Occupy Healthcare, any Occupy movement, or anything that involves radical change. They can be applied elsewhere and should if the cause is great enough to the social media manager.
Though those experienced within this digital marketing space will have to admit that its refreshing to see the technology used for something other than Oreo cookies or FORD. The internet has inspired change before and it will again. That isn't debatable. What is debatable is what will change and who will lead it.