The '@Riotcleanup' Twitter Page Brings Together Citizens in London
Christopher DeLuca — August 15, 2011 — Social Good
The @Riotcleanup Twitter page has recently emerged has the counter point to the argument that social media has feuled -- and even created the conditions for -- the recent riots in London. The Twitter page connects citizens looking to do good and cleanup London in the wake of the violent riots.
The @Riotcleanup Twitter page is helping citizens coordinate locations that need to be cleaned up, as well as meet-up times. This goes to show that technology is neutral and it is how it is used that is either good or bad.
Implications - Consumers are increasingly looking to social media platforms to connect them to back to the real world. The @Riotcleanup Twitter page is just one phenomenal example of how social media is enabling consumers to use the digital as means to connecting offline. Companies should consider how they can mobilize their consumers to connect offline with unique marketing initiatives.
The @Riotcleanup Twitter page is helping citizens coordinate locations that need to be cleaned up, as well as meet-up times. This goes to show that technology is neutral and it is how it is used that is either good or bad.
Implications - Consumers are increasingly looking to social media platforms to connect them to back to the real world. The @Riotcleanup Twitter page is just one phenomenal example of how social media is enabling consumers to use the digital as means to connecting offline. Companies should consider how they can mobilize their consumers to connect offline with unique marketing initiatives.
Trend Themes
1. Citizen-driven Cleanup - Social media enabling and empowering citizens to organize themselves for post-riot cleanups represents a disruptive innovation opportunity in crowd management.
2. Offline-online Synergy - The @Riotcleanup Twitter page exemplifies the potential for social media to bring people together for offline community-building and activism, creating opportunities for businesses to facilitate such connections.
3. Social Media Neutrality - The role of social media in the London riots highlights the importance of user intent, and presents a disruptive innovation opportunity to businesses for creating software that promotes positive use cases for social media platforms.
Industry Implications
1. Tech - Development of platforms/tools that enable citizen-led initiatives like the @Riotcleanup Twitter page could open up disruptive innovation opportunities in crisis management and community building.
2. Marketing - Companies can leverage social media to create meaningful offline connections between customers through campaigns and events that facilitate community-building and activism.
3. Public Safety - Crowdsourcing and social media could be leveraged in public safety initiatives to provide a powerful and disruptive way to involve citizens in disaster response on a wider scale.
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