By Gina Cuclis



I wrote a case study in May 2009 about how a group of concerned citizens in Petaluma, Calif. calling itself Save Shollenberger Park was using social media to organize its base to fight a proposed asphalt plant adjacent to the park. The group lost a critical vote yesterday when the Sonoma County Board of Supervisors voted 3-2 to approve the plant. For more on what occurred at the meeting, read today's article in the Press Democrat.

The leaders of Save Shollenberger Park say the fight will continue. I expect a lawsuit is forthcoming.

Update on Social Media Use



This case continues to be one of the best example's in the North Bay of a local cause using social media to share information and build support. During the passed year and a half, the Save Shollenbeger Park folks kept me apprised of their cause through their social media channels: Facebook, a blog, Twitter, YouTube and e-mail. (Although I don't consider e-mail social media.) This case demonstrates the power of new media to help advocacy groups bypass the traditional media gatekeepers to reach an audience.

Two social media accounts the group actively used in 2009 but didn't keep up were its Facebook Cause and its Ning site. It hadn't added new information to its Facebook Cause page since June 2009, and its Ning site is no longer active. I assume this is because Facebook Causes keeps a percentage of donations, and is not a very lucrative fundraising tool, and Ning now charges to have an account.

If you've been active with the Save Shollenberger Park group, or have used social media for a environmental or social cause, please share your thoughts on how social media has helped you organize and reach people.