Why can't events be more like Facebook?

Before the web became live,  offline people would chastise those online for paying too little attention to friendship, sociability, introductions and the warm feelings and relationships engendered by a good get-together. I think we may be coming full circle, and our social networking places like Facebook have lessons for those organising face-to-face events. Particularly if they are about Facebook and the use of Web 2.0 social media for campaigning.

These thoughts were prompted by a meeting last night organised by Amnesty International at their London HQ, as part of a bigger launch. As the Guardian reported earlier:

The group was launching a campaign, Unsubscribe, to highlight human rights abuses in the war on terror and reach out to websites such as Bebo and Facebook, Amnesty officials said.
The campaign is the latest step into the 21st century for Amnesty, which was set up in 1961 and has traditionally engaged in letter-writing campaigns to encourage action over human rights abuses around the world.

Appropriately enough, Amnesty used a Facebook group to invite bloggers, activists, second lifers and other networkers to the event. (Warning: what follows is going to sound a bit churlish. I think Amnesty is fantastic. They do amazing work. They are in the lead with online campaigning. I have signed up to help. You can too)
Unfortunately the evening event followed the standard pattern I've found too often with think tanks and large charities.
Generous drinks on arrival, but no hosting ... so if you don't know anyone you immediately feel not part of the network. Clearly there are amazingly interesting people here, but you aren't one of them, and you probably won't meet them unless you are brash in self-introduction. Then... the meeting has a top table. On a platform. You are with the foot-soldiers in the well of the hall, waiting your turn, theatre-style, to put you hand up. There may be free wifi (as last night) ... but that usually connects you to people outside the hall, not inside.
The panel then each do five or ten minute pieces ... some well-prepared, others (by admission) off the cuff.
Fortunately the content yesterday was fascinating. We hear from Johnny Chatteron how a Support the Monks in Burma Facebook group rapidly grew to 300,000, has been used to support protect events around the world, and prompted extensive media coverage. It it providing a tremendous news feed from inside the country.
Gemma Tumelty, president of the National Union of Students, explains how a campaign on Facebook forced the banking giant HSBC to back down on graduate overdraft fees. She also used Facebook to campaign successfully for her re-election.
Kevin Anderson, head of blogging at The Guardian, gave an insider's explanation of how individual bloggers can make an impact on traditional media, exposing human rights abuses. He cited the example of camera phone images of police brutality in Egypt posted to YouTube.
A strong theme throughout was that Facebook was a terrific way to bring people together because friends introduced friends to groups - and people trusted each other. I think some Facebook functions could provide reminders on how to run engaging - rather than just interesting - events.

• First, badges with space for your interests. That's like profiles.
• Then group hosts to make introductions to new-comers.
• The space itself can be equitable - perhaps groups on tables. That's like discussion groups.
• Activity could be a mix of set pieces - postings to the wall - and the forums.

None of this is novel. For example, David Gurteen does it very well in his knowledge cafes, and provides a set of tips for participatory events.

I think that the idea behind the Amnesty event was that the bloggers among us would spread the word about Unsubscribe ... and I think we'll see more of this "blogger outreach" among campaigning organisations. I wanted to ask whether Amnesty would be borrowing techniques from social marketers who employ specialist firms to scan the blogosphere for conversations and influencers. I confess that after a bit of half-hearted hand-raising I left early, missing out on the film.
As I left, the human touch, which is what Amnesty is all about, re-emerged. One of the organisers followed me out, asked what I had wanted to say, and even recorded it. Maybe it was played back.
I left feeling Amnesty is an organisation with a compelling cause and content (of course), run by passionate people, but on this occasion anyway locked into an old-style architecture for promoting its message. A bit like Web 1.0 really.
I'll return to Amnesty's excellent online presence later - it is stunning.
Previously:
Free conference on new media and society: old-style event
Tips for participatory conferences - first, think social
Talking social media at an unsocial event
and other events posts

Comments

[Graham]

Interesting report, David. I've been wanting to post about Facebook + Politics for a while, so I've taken this as a "leaping off" point:

http://sphereless.blogspot.com/2007/10/one-click-politics.html

Reading back over your post, I think the contrast between politics of the individual, and of the social group, is a hugely important one - you mention a lack of hosting, for example, but is there less need for such schemes if attendees are gathered via - and arrive in - their social groups? Is it then better to keep them together, or split them up? Furthermore, does this change the main forms of participation in political issues more generally?

I must admit I've not had much experience with these things, so apologies if I've overlooked things which seem obvious, or have been covered in depth already...

[Damian Rafferty]

As the host and the chair for the night I think I have to put my hand up for both those failings. Sorry I didn't call on you to speak, I was trying to be fair but I obviously missed you.

I am also responsible for the lack of introductions when you arrived. We did have pretty much all of our web team on the table by the door to say hello to everyone and make some old-fashioned physical connections but I would agree this was not followed through with hosts introducing guests to each other. Sounds like a great idea and next event I do, I promise to try something like that. I can't say I have ever seen it done myself but I like it.

As for the format of the night, two things were in play. The first was that it was an evening event and most people would have come from work so we decided against workshop style stuff as just too demanding on the audience after a hard day at work. Secondly the seating had a lot to do with the layout used during the day by Colombian Trade Unionists and our very short turnaround time (not that you could have known that!).

I'm really glad you enjoyed the speakers. I thought they were really great too. And the wi fi - well let's just say that that was a little miracle and that even the simplest things sometimes take a lot of work.

This was a first step for us in lots of ways and your feedback will help us make each one of these events we do that little bit better.

Thanks, Damian

[David Wilcox]

Graham - thanks. On physical hosting - because people came from a Facebook group doesn't mean they know each other. In fact, Facebook could do with some improvements on that front too. Your wider point is interesting ... when people sign up to a campaign FB group they are usually acting as individuals. They may or may not develop into a community.
If you have joined a political party, or older-style campaign, you might expect to share some ideas and values with others, and maybe discuss them. Flash campaigns online aren't quite the same thing. So do they have less validity?

[David Wilcox]

Damian - thanks. I thought it would be logistics, not attitude:-) I know it can be really difficult to get these things right - and people differ in their preferences for meetings formats. I guess my bottom line is that I like to feel we are being encouraged and helped to talk to each, as well as the top table. I'll look for more opportunities to connect with the campaign and Amnesty

[Kevin Anderson]

As I said during the event, I tried to make my comments brief because I like the give and take of questions.

Feel free to brashly walk up and introduce yourself next time. I think all of us feel the same way about introductions and meeting people, even those of us at the 'top table'.

Thanks for the write up.

Kevin Anderson
Guardian Blogs Editor