Social Media and the Momentum for Action in Haiti

"In the age of new media, action is just a click away." -Bryn Weese, Toronto Sun

UPDATE: It is clear that SMS fundraising mobilization is here to stay. By the end of January the Red Cross raised over $35 million in SMS donations and the number continues to grow.

On January 12, 2010, a link was formed between citizen awareness and citizen action that propagated the largest mobile donation campaign in history. Within minutes of the initial tremors in Haiti, tweet updates, twitpics, facebook statuses and you tube videos provided a raw and personal window into the plight of Haitians fighting to survive. The U.S State Department quickly responded by creating the SMS relief campaign, which urged individuals to donate $10 to the Red Cross by simply texting Haiti to 90999, as seen below. The campaign generated $1.7 million in the first 24 hours of operation and to date has raised over $10 million from more than one million donors.

The initiative was promoted through existing online social networks, by getting celebrities and bloggers with large followings to appeal to their networks for action. Jimmy Buffett was just one of many who used his resources to reach out to as many people as possible.

Social media facilitated the connection between citizens’ thoughts and actions in response to the earthquake in Haiti. The immediate and constant stream of images and stories pouring out of Haiti, left concerned citizens with a sense of urgency prompting action. Twitter posts like the one below, personalize events for followers and forge connections to unfolding events. The staging of a convenient way to take action provided an outlet to contribute to the cause immediately and comfort one’s conscious.

Instant information. Instant mobilization. Instant results. Instant gratification.

The mobilization in support of Haiti highlights the opportunity for social media to inform, mobilize and engage citizens with convenient and tangible action.

Initially, technology such as the telephone and television appeared to isolate individuals and discourage active citizenry. Civic engagement dwindled as families were entertained in their own homes. People adapted to this social deficiency by engaging in ‘checkbook affiliation’, by providing financial donations to those groups and organizations that they cared about. Within this system, organizations received funds towards their objectives but were limited in their ability to galvanize their supporters into coordinated action due to a lack of group solidarity.

It is clear from our experience with the Haiti relief effort that ‘checkbook affiliation’ has reached its version 2.0. The social capital and civic engagement that was lost in decline of associations and group membership has been reborn into a series of vast and powerful online networks with greater ability to influence change. Constant twitter streams, discussion boards and online events keep people informed about current events and perpetuate solidarity around an issue. Understanding the success of social media in mobilizing relief efforts for Haiti is vital to effectively engaging citizens, to take action on a myriad of other issues.

Social media as a tool for grassroots mobilization and public issue mobilization is still largely untapped. We must take lessons from the massive and momentous mobilization that brought so much aid and awareness to Haiti and apply those tactics to achieve similar results for others in need. Utilizing the rapidly changing tools of social media to engage citizens and provide outlets for action is key to the future of democracy and the quality of life of millions.

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