By Robert Moreau

Research Analyst/Outreach

social media landscape

Early on into the second decade of the 21^st century, new Information and Communication Technologies (ICTs) are unlocking a revolution in how people understand and interact with the world.  A 2008 online poll by We Media/Zogby found that almost half of respondents used the internet as their primary news source, with a majority in the 18-29 demographic. The rise of the internet and Web 2.0 has brought with it immense opportunities for increasing awareness of local and global issues, but also concerns about traditional journalism’s future as it tries to adapt.

More notable about social media’s rise is how it is going beyond simply reporting news to complementing and even creating movements, as activists are using its power to unite people. And as the examples of UNCHR’s innovations and the ongoing Haiti relief effort reveal, it is transforming how humanitarian aid campaigns are conducted and moving potential volunteers into direct action.

UNHCR

The Office of the United Nations High Commissioner for Refugees (UNHCR) is the UN agency coordinating refugee aid. Today, it is active helping 34 million refugees in 110 countries, with a staff of around 6,600.

Afghan refugees, deported from Iran

UNHCR is emerging as a leader in new media and networking; according to Claudia Gonzales, former head of Public Relations and Special Projects for the agency, “in the two years I was working there, I saw the transformation of an entire organization and the way they communicated about the refugee crisis…from being an organization that was conservative to be the leading organization that is using social media in the United Nations.” UNHCR’s presence today includes over 1 million followers on Twitter, putting it in the top 200 for subscriptions. It also has Facebook and Myspace pages, a Youtube channel, and Flickr gallery, enabling it to communicate information.

Two of UNHCR’s recent notable campaigns are:

• Its 2008 World Refugee Day campaign, which featured a YouTube video calling for viewer responses, producing $1 dollar per posted response. A “Give Refugees a Hand” Facebook application released one day before World Refugee Day added users three times faster than a typical app. Google, MSN, and others promoted the campaign on their home pages.
• The Gimme Shelter campaign, launched in December 2008 and featuring a series of short films by Ben Affleck set to the tune of the Rolling Stones’ “Gimme Shelter” and filmed in the Democratic Republic of the Congo. An example can be seen here.  A  Facebook Gimme Shelter Cause page was also created.

The real success of UNHCR’s social media effort, Gonzales notes, is the fact that communication is a “two-way street” where “the UNHCR team engages in a conversation…where they want to know what people are saying,” even using online communities to test outreach ideas. She also says that learning how to engage potential supporters with a message of hope is important. “The tone matters…how do you actually make sure you are bringing up the refugee issues into people’s minds in a way that is human?” Through means such as enabling refugees to share their stories directly, UNHCR has met with success.

The Haiti relief effort: New media’s maturation moment?

The impact of the January 12 earthquake in Haiti is still being felt today, as the country tries to regain its footing. On

Haiti aid volunteers

 February 22, Haitian President Rene Preval stated the death toll “might reach 300,000 people” with various issued estimates ranging from 170,000 to 270,000. The Al-Jazeera article Preval was quoted in also noted 1.5 million people still live in tent cities in Port-au-Prince, and over $2 billion total combined from private donors and the United Nations being pledged for the country’s reconstruction.

Immediately after the disaster and in the absence of official sources, social media played a critical role in giving the world a view of what was going on in the country, and who needed help. Rich McKinney, in a January 17 posting on Social Media Storm, noted that “Untold news stories have been published of people who are still alive and trapped under rubble and able to text, tweet or post to Facebook their location, and their desperate need for help,” then noting a NY Daily News story describing how a medical plane was able to be landed through Twitter.

Traditional media outlets also relied on online content, with the BBC tweeting from the ground and CNN using citizen-created iReports, as well as citing blog postings and twitter feeds as material for news stories.  As Dallas News noted in a January 30 article “many believe the Haiti relief efforts have elevated social media from bit player to starring role” as a global communication medium during a major event.

ICT use also enabled alarmed watchers of the tragedy to make an impact as donors and even volunteers. Two major examples are:

• The Red Cross’s Haiti text message campaign, which raised $7 million in its first two days, has been at the forefront of a historic mobile giving drive. By January 21, over $30 million had been donated to Haiti relief efforts, leading Verizon’s Jeffrey Nelson to call it “the largest outpouring of charitable support by texting in history-by far.”
• The formation of Crisis Camps, where computer experts have volunteered to create maps of areas struck by the quake, as well improved family locator and information services. The first Crisis camp was launched at USC, and the concept has spread as far as Canada, Colombia and London.

Though social media has its limits as to what it can do, there is no doubt that it has made a tremendous impact in enabling the humanitarian aid campaign for Haiti.

The GENESIS Network: harnessing new media’s potential  

Genesis education initiative, Ghana

Since its founding in 2008, the GENESIS Network has actively sought to create a new standard for using social media to make a positive difference in the world. With four current initiatives-in Thailand, Ghana, Ecuador, and Haiti-GENESIS “uses social networking to develop international human rights projects…[including] building schools, economic development and orphan protection.” By using a mixture of quantitative and qualitative project analysis, it also presents a measure of accountability that surpasses other sources.

With the launch of its new website, GENESIS is working to take its model to the next level, guided by these five principles:

“Networking: People are our greatest resource. GENESIS brings individuals, organizations and companies together to develop and collaborate on a wide range of projects. As we expand our network of people, we likewise expand the network of resources from which any one person or project may draw.

Resource Sharing: GENESIS brings people together to meet, connect and share resources all in one spot.

Local Empowerment: We enable people to better use the resources they have or are given. They in turn teach others and the cycle continues.

Sustainability: We seek long-term solutions to problems by addressing the root causes and eliminating them through people and resources.

Transparency: We’re always happy to see the results of our hard work. Project transparency and responsibility are our top priorities.”

Moving into the future, GENESIS is working to build on its successes, expanding and improving its scope of projects and its ability to use social media to ensure that potential donors and volunteers are connected with those who need their help the most.

Reader questions: Moving forward, what are your impressions of GENESIS thus far? How has using the network enabled you to build connections and gain confidence in where your donations are going? Where do you think it could improve? What would you like to see in the future? And what do you think of the new website? All questions and comments are more than appreciated, and go a long way in finding out how GENESIS is benefitting, and can further benefit, you.