I just came across another review of the greenmyapple campaign, written very articulately by Ian Wilker of roots.lab.
Summary: Audacious, innovative and pitch-perfect in a way that many progressive groups haven’t yet figured out how to do (messaging is positive and constructive; Apple’s not portrayed as a black-and-white villain) GreenMyApple is one of the strongest uses of the social web that I’ve seen, nonprofit or otherwise.
(Apparently he is "green with envy"....)
roots.lab promotes the rapid evolution of social-web tools and models for advocacy:
Groups that adapt quickly to what’s happening in online spaces will attract a new generation of constituents deputized as evangelists of the group’s mission; as for groups that fall behind, I think many of them will suffer.
I concur. So now, how to enable this change - which for some organisations will be quite difficult? Okay, so this is not a Friday night kind of question... but something to continually keep in mind whilst promoting quick adaptation.
On a lighter note, Ian has promised to start a practice of reviewing online advocacy websites. I can't wait!
