How Social Tech Fuels Iran's Election Revolution

There's a ton of great material out there on the nuances of the Iranian election and protests, and I just want to quickly throw some thoughts into the ring.

First, from an American media perspective, here was another great moment for folks to demand what they wanted to see covered on national news media. What a moment of media dissonance: As protests erupted -- and in some cases, turned violent --  in the streets of Tehran and elsewhere in Iran, major broadcast media in the U.S. had little to no news on the events at all. By using the hashtag¹ #CNNfail to collect all of the dissatisfaction on Twitter, Americans were able to shift the focus of the conversation and eventually influence CNN's decision makers to start covering stories by Sunday.

It's reminiscent of #AmazonFAIL (when Amazon accidentally delisted 58,000 books, fueling a social media revolt), in the sense that within a pretty short time frame (less than 24 hours), major news organizations simply could not ignore the story unfolding -- via reportage and commentary -- on social media. I remind folks to think about how this sort of situation would have unfolded even five years ago: Bloggers would blog, perhaps media watchdog organizations would get a grassroots campaign together, and maybe within a week, if we were lucky, we'd see some influence. Now, with so many people participating in the conversation, we have immense power to quickly shift both focus and perception.

This is why, when it comes to politics and advocacy work, it's important to look at a bigger picture beyond just who's using Facebook to get votes, or which representatives of governments tweet with pizazz. It's less about celebrity and more about connection, humanity and the ability to inject our values into the wider culture in a fundamentally populist way.