johan horak's energy flow - Filed under 'Dogs'

1 Dec 2009

How To Empower The Individual To Tell & Amplify The Wild Dog's Story

The request to help in counting the Kruger's wild dogs and cheetahs reminded of the plight of these animals and the task organisations like Endangered Wildlife Trust (EWT) have in ensuring that these beautiful animals can live a happy life (Getaway, January 2009).

I am writing to share an idea and a possible solution with you. My concern, with organisations like EWT, SANParks and other conservation bodies, is their general slow adoption of new technology to amplify the animal’s plight. Not only amplify it, but also giving followers (supporters), tools to get involved. Involved in telling the wild dog and cheetah story. (Somewhere I read that story telling is the most underrated business skill).

I am aware of the great work being done by EWT. But due to their nature .... I can include many large businesses.... they find it difficult to adopt new media tools.

Let me refresh your memory on EWT suggestion on the wild dog and cheetah census; "Sightings can be reported on 076-725-5242 or email census@ewt.org.za."

This effort, designed to include the public, is commendable.

According to EWT, "The census ran from the beginning of August 2008 to the end of April 2009 and we were extremely fortunate to receive a record number of 1,131 entries from members of the public". I believe that this should be the foundation for more such exercises. But this effort should or could be self driven (self sustainable) by the concerned and involved public.

If you have a look at the way EWT arranged the census they created tools to communicate. The next step is to create tools to socially discuss these issues.

Let me try and explain the difference between communicate and socially discuss. The email address and phone number, provided by EWT, allowed one way communication. As soon as the spotter left the sighting info, that was that. The spotter and his friends could not join the communication because the sightings were not made public as they were reported.... because of the inherent inability of the communication tools used.

I believe the real opportunity lies right here.

Instead....

When we use social media tools, the supporting public (followers) can start communicating in various directions ... creating many discussion.

For example, one follower may have 10 000 people in her social-media-sphere-of-influence. When she supports the wild dog’s plight, she can now amplify the story to her followers. And, potentially, the wild dogs can have 10 000 more followers joining the conversation.

Today social media tools like Twitter and Facebook allow you to post videos, photos and comments, online, via email or from your phone.

This is what I will do if I had to set-up such a social media discussion tool:

I provide the public with an email address and a cell phone number. They will take photos - with their cells phones, if they like - of the wild dogs or cheetahs, even with GPS co-ordinates, they can include a short text summary and email it to a blog, via the given email address. Or they can just sms a text message via the cell number that will also update the blog.

As soon as I have authorised the post, this blog tool will auto-post the story to ten or more social media sites. All the followers, on the various social media sites, get the update and have the option to share the story with their followers. Some of these followers will now also visit the blog and join the cause. More people, more stories, more photos, more discussions and more wild dogs awareness.

As I have said, Story telling is the most underrated business skill. The wild dogs and the cheetahs have a story to tell. And we can tell that story by empowering people to become (social media) followers. I believe we can empower the individual when we make the individual an integral part of the story being told.

http://cultivation.posterous.com | Online Marketing Tips Newsletter Using Social Media Like Twitter.

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How To Empower The Individual To Tell & Amplify The Wild Dog's Story

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