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The origin of flash mobs is credited to Bill Wasik who emailed friends in June 2003 to gather in the home furnishing department of Macy's in Manhattan. More than a 100 people began discussing whether to purchase a 'love rug' for their fictitious commune and then dispersed as quickly as it had formed (Hewitt, 2003). Flash mobs are defined in the Oxford dictionary as "a public gathering of complete strangers, organized via the Internet or mobile phone, who perform a pointless act and then disperse again" (Oxford University Press, 2011). Advertising agencies now utilise flash mobs to promote commercial products. This article discusses the Saatchi and Saatchi award winning T-Mobile advertisement "Life is for sharing" (posted to Youtube by jonjonbaker, 2009). Rather than focusing on how mobile phones and social media are used to organise a flash mob, the discussion here is about how this same media is used to create "viral traction - the ability to be widely forwarded to millions of viewers almost instantly" (Thomas, 2010). The advertisement itself shows bystanders utilising their mobile devices to share photos with their friends as well as ringing them to talk about the experience. As the title of the advertisement says "life is for sharing". Nick Burcher wrote in his blog Personal thoughts on the evolution of media and advertising that "advertisers are creating events to push user generated content coverage, a physical community made virtual. The event drives the Conversation, rather than the other way round as Wasik intended" (Burcher, 2009). Flash mobbing has become more than Wasik first imagined. On this case it has been utilised to raise brand awareness, but the same techniques can also be used to promote political opinions.

Hans this is a very interesting article and ties in with the article I found by McGreer (2010) who discussed the business response to FlashMobs. Whilst two different approaches were used the one constant was the use of professional film crew to use the footage for uploading. The question McGreer raises is when it no longer has the artistic element, which Wasnik defines an event as a FlashMob, are commercial applications really FlashPerformances? McGreer, B. (2010). Give Them something to talk about. US Banker. Retrieved from ProQuest Database.

Hans this is a very interesting article and ties in with the article I found by McGreer (2010) who discussed the business response to FlashMobs. Whilst two different approaches were used the one constant was the use of professional film crew to use the footage for uploading. The question McGreer raises is when it no longer has the artistic element, which Wasnik defines an event as a FlashMob, are commercial applications really FlashPerformances? McGreer, B. (2010). Give Them something to talk about. US Banker. Retrieved from ProQuest Database.

In this article, Giustini (2006) explains how web 2.0 and it's intrinsic "spirit of open sharing and collaboration" aids the "continual loop of analysis and refinement" of medical information. Giustini (2006), like Maag (2005), uses the example of blogs - in this case Ves Dimovs's Clinical cases and Images - to demonstrate how online collaboration promotes interactive discussions and timely updates on peer-reviewed medical material. Giustini (2006) also touches on how Google can serve as a diagnostic aid, but this will be examined in my commentary on "Googling for a diagnosis" (Tang, 2006). This article is a valuable resource because it highlights another form of online collaboration: the wiki. Giustini (2006) sees wikis as a place "to create optimal knowledge building opportunities for doctors", which will ultimately advance medical science. Wikis can do this in a number of ways. Firstly, by providing an environment "where knowledge exchange is not limited or controlled by private interests" (Giustini, 2006). Wikis also allow "participation and conversations across a vast geographical expanse" and "permit continuous instant alerting to the latest ideas in medicine" (Giustini, 2006). Wikis could also be used "as a low cost alternative to commercial point of care tools". Giustini's occupation as a medical librarian at the University of British Columbia enhances the credibility of this article. This is why I have chosen it to demonstrate the positive effect online collaboration is having on the medical industry. This article is important because it places the idea of a medical wiki in a much larger context. By breaking down the "old proprietary notions of control and ownership" (Giustini, 2006) of knowledge, wikis "may be the answer to the world's inequities of information access in medicine" (Giustini, 2006). References: Giustini, D. (2006). How Web 2.0 is changing medicine. Retrieved April 16, 2011, from http://www.bmj.com/content/333/7582/1283.full Tan

Action for Australia GetUp! is a not-for-profit 'independent, grass-roots community advocacy organisation giving everyday Australians opportunities to get involved and hold politicians accountable on important issues' (About GetUp, n.d.). Rather than users starting individual projects and promoting them for donations from supporters, GetUp! hosts movements for causes of specific interest to Australians, including financial support for advertising and other schemes, to gain attention from politicians and the government at large, such as collecting 27,000 signatures petitioning the repeal of undemocratic laws preventing thousands from voting in the 2007 elections. A few dollars each from tens of thousands of supporters has produced high-profile ad campaigns that have helped raise awareness for issues important to the Australian people. GetUp! campaigns rely on social media and word-of-mouth to get the community informed and involved, requesting recommendations for new campaigns from everyday Australians concerned about government policies. According to Belleflamme, Lambert, and Schwienbacher (2011) this community involvement constitutes crowd-sourcing, where ideas and suggestions are sourced from the 'crowd', along with volunteers and appeals for solutions. In the spirit of transparency the movement advocates, GetUp! provides access to its annual reports as well as a 'real-time snapshot' of the donations members are contributing to campaigns, updated half hourly. This snapshot includes unique actions, new members, number of donations, the total collected from donations, average donation, and how many are first-time donors.

Financial donations are not required to participate in GetUp! campaigns, but the necessary funds to produce a commercial for exposure on national television is sourced from contributions by supporters: crowd-funding for a community cause. Unlike crowd-funding for individual projects, such as those found on online crowd-funding tools such as Pozible, investors in community campaigns may have no expectation of reward. The GetUp! website clearly indicates its intentions, guiding visitors to campaigns to inform, raise awareness and make contributions toward improving the Australian community through policy and reform. GetUp. (n.d.) GetUp! Retrieved from http://www.getup.org.au. Belleflamme, P., Lambert, T., & Schwienbacher, A. (2011). Tapping the Right Crowd. Retrieved from http://ssrn.com/abstract=157817.