Using social media for advocacy may seem utterly banal and pedestrian, but it is too easy to forget that many non-profits or even revolutionary movements began as one person turning to a friend and asking for support.
Though part of a Me culture that is notoriously self-indulgent, Twitter, Facebook and YouTube are prime places to fight for your cause.
Why? Because apart from the one-button ease of broadcasting and rebroadcasting of statements, images or video, responses are a piece of cake.
And conversations are exactly what you need if you want a bigger slice of the proverbial attention pie.
Newspapers and televisions are still excellent media for organizations and causes to raise awareness and rally support.
Except that it is a resource with limited access.
Even with reality TV, a regular Joe can't be sure he will be listened to or if anyone will give him airtime.
Now with the Internet, Social Media Networks seem bent on fulfilling the Warholian promise of everyone being a celebrity, even if just for 15 minutes.
Though if you use social media networks for what they are intended-to build actual relationships-fame could turn to into something more lasting.
It may seem so redundant, but a lot of people forget that social media networks are not just a platform to broadcast or a soap box from which to pontificate.
Merely having a Twitter, Facebook fan page or a YouTube account is not enough, you have to listen to the people.
This may mean you have to devote more time and energy reading responses and replying to them than just creating a campaign or the ultimate viral video, but the rewards in the long run are worth it.
Twitter, Facebook and YouTube can be actual communities from which you can draw insights and most definitely,support.
We just released our latest video on the Arizona Immigration Law, and mere hours after it went live, we got spirited, thought-provoking and insightful comments.
They also translated to more comments and votes on the poll on the site.
We also got responses on Twitter.
All these comments across the platforms brought up difficult questions which did elicit insights, but then they were those who were downright offensive, which is part of putting yourself out there and expressing your thoughts.
Not everyone will agree with you and people tend to be more harsh behind a veil of anonymity.
Nevertheless, there is nothing so exhilarating as seeing people engage with the video and with each other.
It can be risky joining emotionally charged debates, we found people who are in vehement disagreement with us-but what matters is that they get involved with you and your message.
And people, an audience, a community that demands that you're always at the top of your game will always be better for your advocacy or your cause.
It is connection which builds an organization, what unifies people towards one cause of action.
Social Media Networks allow you to raise awareness quickly, rally support, and engage with the world.
And it works hand in hand with your own grassroots efforts of actually going out and speaking with people.
Think of it as covering all the bases-both real and virtual.