Seo's paper discusses the use and efficiency of new media within transnational / nongovernment organisations (NGOs). Based on the global connectedness of the Internet, activists can effectively coordinate and mobiles citizens across the globe and at minimal costs. His study highlights that out of 75 NGO's, 75% reassessed their mass media strategies and began taking leverage from social media services such as; Twitter and Facebook.

Surprisingly, Seo's recent publication online defines new media as websites, blogs, wikis and podcasts but what he fails to mention is the interlinking of web 3.0 innovations such as locative media, aggregation and augmented reality - which when stacked with new media - facilitates real time information sharing and mobile participation. Rather than focussing on new media's involvement with coordinating demonstrations and protests, Seo's analysis covers its roles in promoting organisations image, fund-raising, providing material to journalists and establishing relationships with other NGO's.

Some concerns for using new media in NGO public relation activities include; moderating the information, commitment of maintaining a global conversation, the scope of the web audience and losing the prestige of getting their stories covered by mainstream television or newspapers. This last point may not be a problem for long as the mainstream media institutions are rapidly embracing new media and digital convergence (Jenkins, 2004, p4).


Seo, H. et al. (2009). Public Relations Review, Vol.35(2), p.123-126 [Peer Reviewed Journal]

Jenkins, H. (2004) The Cultural Logic of Media Convergence: International Journal of Cultural Studies, vol. 7 no. 1 33-43

CitizenMap - a South China Morning Post initiative is a web-based reporting tool which geo-maps news, community generated media and other local citizen reports throughout Hong Kong and the South China region. Its primary focus is environmental incidents including; the illegal dumping of waste, unauthorised construction and the removal of native plantation. Moving forward, CitizenMap will eventually branch out to include other topics in the future. CitizenMap utilises an array of online services such as; Google Maps, Twitter, Flickr and other Web 2.0 features like tagging, verifications and geo-mapping to encourage local participation and information sharing among the community. Although CitizenMap is not directly linked to the coordination of political demonstrations, it can still be a useful tool for environmental activists. The documented evidence contained within this web service can act as ammunition for protestors and further fuel their campaigns - especially once the report is official verified by the South China Morning Post. Example includes green groups challenging the HK Environment Bureau over a flawed policy which will allow a 5 hectare clearing to be used as landfill. Another incident involves journalism students providing photographic evidence that details the illegal dumping of waste in a Mong Tseng Wai pond (Reports, 2011). Encouraging the community to engage in citizen journalism surrounding environmental issues is an effective way to promote accountability, responsibility and the notion to 'think green' among the community. CitizenMap. (2011). Retrieved from: http://citizenmap.scmp.com/main Reports. (2011). CitizenMap. Retrieved April 15, 2011, from: http://citizenmap.scmp.com/reports/view/238

This ABC online article highlights some important aspects about the use of social-media and the role it played organising, coordinating and documenting Egypt's 2011 uprising. Firstly, the initial ban of web services such as Facebook and Twitter was an indication of the Egyptian government recognising the power, connectedness and participatory nature of social-media . In an attempt to silence the demonstrators and to avoid a repeat of the 2009 Iran revolution, Egyptian authorities took it one step further and not only blocked certain web site but completely shut down access to the entire world-wide-web (Stone, 2009). This act alone illustrates the fragility of the Internet, despite its decentralised design. Literally, with the flick of a switch, Internet Service Providers acting on government instructions blocked web access within the country. It can be argued the political protesting in Egypt would occur with our without a social-media influence; however, it is still important to examine the length Egyptian demonstrators went to in order to circumvent the Internet block and continue to take leverage from popular social media services. An example is the use of 'voice-to-tweet' - a cooperative development by Google, Twitter and an online voice provider called SayNow. This innovation allowed Egyptians to call a telephone number and leave a message which would automatically be converted to text, published on Twitter and tagged with #Egypt. This example highlights Twitter and new media being used for collaboration and participation; specifically between citizen activists and journalists around the world. Much like the Internet, news media was also blocked within Egypt and reporters faced the same communication challenges as everybody else, this workaround however was an effective way for Egyptians to stay connected and ensure their stories were continuing to be voiced to the eagerly listening global audience. Stone, B. (June 15, 2009). Social Net

Kravet's Wired online article details the role social-media services such as; Facebook, Twitter and YouTube played in the 2011 Egypt political revolution. The primary focus of his article suggests the uprising was the result of years of oppression and dictatorship, not simply a Twitter or mass media revolution as some have labelled it (Bergstrom, 2009). Kravet does acknowledge the link between technology and modern upheavals by using the example of the fax machine and the role it played informing the world of the Tiananmen Square massacre. At the same time, he still emphasises that social-media and communication systems are used as an effective way of coordinating protests and political gatherings. A quarter of Egyptian citizens have Internet access; therefore, it can be said that social media is a powerful channel activists could utilise - in conjunction with leaflets and spontaneous amalgamation - to effectively facilitate organisation of the masses. Activists also used social media as a way of gauging the scope of their proposed protests by encouraging Facebook users to confirm their attendance. Prior to the Internet being blocked, one particular organiser had 80,000 confirmations for a January 29, 2011 demonstration. After the Egyptian government's initial block of popular, social-networking services (prior to the entire Internet being shutdown in Egypt) protestors took leverage from a variety of technologies such as; web proxies, VPNs and smartphone applications to gain access to Facebook and Twitter. Again this demonstrates the importance these tools play in information sharing and mass collaboration. Bergstrom, G. (2009). Egypt: The First Twitter Revolution? Retrieved, April 4 2011, from http://marketing.about.com/od/crisis_communication/a/egypt-mubarak-power-in-social-media.htm Kravets, D. (January 27, 2011). What's Fueling Mideast Protests? It's More Than Twitter. Retrieved April 5, from http://www.wired.com/dangerroom/