I've followed Clay Shirky for awhile now (he's the author of Here Comes Everybody: The Power of Organizing Without Organizations), and it was great to hear him speak at PopTech.
He admitted that he hasn't found the magic formula for explaining the growth & activity in social media sites to "old school" organizations. I find myself in that role again and again, and while I'm getting better at changing mindsets, I haven't found the magic formula either.
His top level elements of a social community design that will encourage charity?
1. Designing for intrinsic motivation (letting members be recognized for things they are good at doing, make them feel like they are doing the right thing, ensure that their efforts are appreciated).
2. Make sure members have autonomy
3. Make sure to strike a balance between a community that is too open or too closed/regulated - neither extremes will be successful.
I think they are great qualities to keep in mind when trying to encourage use of a new social network. Now I just need to quantify the tactics required for educating an old school organization on why and how to get involved in social media. If I figure out how to educate them so that they "get" it on a gut level, I'll let you know.
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