I really enjoyed the several organizations that provided information on their own grassroots efforts to get-the-word out about their good work, about how they created very positive online "buzz" about a particular issue, or how they countered an opposing political effort through grassroots online organizing, etc. It was great stuff. But I kept thinking of how these efforts are not always used for "good", and I brought up how it's been through various efforts, including online activism, that the UN Population Fund (UNFPA) has been so severely maligned, particularly regarding its work in China. I've found myself convincing family members back in Kentucky, and friends back in Texas, that, no, what they read in that church bulletin or heard on some local radio program or read on some online discussion group about UNFPA was, in fact, NOT true. How does an organization effectively counter malicious, seemingly-grassroots online efforts to discredit its excellent work?

(I've written to UNFPA directly and encouraged them to respond as well, FYI)

Online evangelists are online volunteers, and sometimes, people who are so very passionate about getting the word out about an organization aren't the best people to represent such -- they may post inaccurate information about an organization and its activities, engage in hostile debates with others online, portray themselves as representing the organization rather than just a big fan, etc., and all of this can actually end up giving the organization some very negative buzz.

I'll be interested to hear how these speakers suggest these pitfalls can be avoided, how you can keep an eye on what these spontaneous online volunteers are saying and help guide them without taking away the spontaneous, viral feel of such buzz marketing campaigns.

I believe word-of-mouth marketing is powerful, but I think the effectiveness of online viral campaigns are limited because they seldom break out of the choir loft.

How can we sustain and extend our communication goals beyond the choir and even the congregation?