NetSquared’s Net2ThinkTank focused this month on an issue I recently raised regarding lesson’s learned from the Obama administration’s use of social media and mobilizing networks, specifically looking at nonprofits, although the answers can also be applied to social enterprises. I thought the most interesting answer was around the use of imagery:

The MixedMedia blog picked up on the DIY message of the Obama campaign - “I have a hunch that more people made more use of Barack Obama’s imagery - and made it their own - that at any time in history. At the same time, more people independently produced more images, videos, songs, raps, apps and sites to promote Barack Obama’s candidacy *in their own voice* than at any other time.I think this is powerful - politically, socially, and culturally.”

The power of an image is amazing. I am reading Clay Shirky’s “Here Comes Everybody” right now and it talks about the start of the internet revolution, specifically around flickr and the coverage on the tsunami and how much attention that galvanized towards the relief effort. I wonder how the stories we have seen about the image of Obama turned into video, song, poster etc can be applied towards increasing awareness of social enterprises and opportunities. Kiva has given us thousands of faces for microfinance, but who has given imagery to the SME’s and grassroots business organizations that deserve funding? The community built a platform and strategy to disseminate Obama’s image as a method of increasing awareness to his campaign. How do we get the faces of community leaders out to increase awareness of market opportunities, specifically in the developing world?

“Although donations and grants are still their primary revenue source, the Girl Scouts sell over 200 million boxes of cookies every year generating a huge amount of earned income and sustainability. One enterprising scout, Jennifer Sharpe from Michigan recently sold a record 17,328 boxes just by setting up shop on a busy street corner. Is Jennifer our next great social entrepreneur?”

This is a great quote from a recent Triplepundit.com post. A topic on my mind lately has been about the power of the masses. The energy devoted by millions into the Obama campaign proved that giving real power to the people and showcasing how they are effecting change on a daily basis works. Now that we’ve got the framework, where does this take us? For the Obama camp, it moves into instilling that same level of commitment into American culture with The Serve America Act and frequent updates and addresses on change.gov. Just as they are changing the structure of political participation, how do we as proponents of changing the structure of business mobilize the masses? We had an interesting meeting with the founder of Virgance last week who has created a for-profit company based around the idea of “Activism 2.0,” mobilizing their networks to support projects such as Carrotmob and One Block Off The Grid. Both of whom rely on community organizers to fuel their particular brand of social change, not just in conversation but physically mobilizing groups to action.

I started website hopping to do a little research on what’s out there, Found Thepoint.com on Change.org. Exciting stuff, Kiva meets Carrotmob model.

I’d love some feedback on this topic. Other than the girl scouts, whose getting it right?