A few folks have been thinking about the IM space lately as a channel for advocacy communication and organizing. . I thought the following clip was interesting
Using IM for Marketing
Todd Tweedy is no stranger to the worlds of instant messaging and marketing. Earlier this year, the Washington, D.C.-based owner of The Tweedy Group introduced a new model for marketing via IM called "neighboring." In a nutshell, Tweedy says neighboring will change the context of product and service recommendations by encouraging individuals to express their own views and voice about a product or service to their own private network of personal contacts. This becomes especially important as IM networks create an extra degree of separation between consumers and advertisers.
Unlike most marketing campaigns, neighboring uses dialogs that are initiated, modified, and terminated by individuals within an IM network -- not by a corporation or marketing firm. Neighboring, in contrast, lets advertisers gain access to closed-social networks by using real-time communication tools, such as IM, so that advertisers can communicate product and service recommendations from neighbors to individuals across small groups.
In advocacy we need to foster evolving viral campaigns along the same lines of thinking. We need to encouraging individuals to express their own views and voice about an advocacy issue to their own private network of personal contacts. We need to support those "speakers" that reachout on behalf of our issues and make it easy for them to carry the campaign forward. I especially like the
Unlike most campaigns, these IM style campaign uses dialogs that are initiated, modified, and terminated by individuals within an IM network
I have started to forward around a proposal to some potential funders to launch a IM advocacy campaign.