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The Atlantic, Aspen Institute tap social media to promote social change

The Atlantic and the Aspen Institute are tapping the full range of social media, from Facebook to Periscope, to promote social change through a broad exchange of ideas on mobile from participants both off site and on at the Aspen Ideas Festival. 

With a mobile application as the centerpiece, the festival, which runs through July 4 and showcases discussions, seminars and tutorials from a plethora of thinkers, not only leverages social channels such as Facebook, Twitter, LinkedIn and YouTube, but also uses Reddit and Periscope to bring attendees closer to speakers and events. The social media emphasis points to social?s power as an agent for education and social change.

?We?re using social and mobile platforms so our audience around the world can stay engaged with the Aspen Ideas Festival,? said Mary Cappabianca, senior associate for public affairs and social media with The Aspen Institute, which co-produces the festival with The Atlantic.

Tapping social
In addition to sharing ideas via Facebook and Twitter or watching videos on YouTube, participants can interact with speakers via LinkedIn for advice, Reddit for answers to anything and Periscope for behind-the-scenes footage and interviews. 

Bringing attendees to speakers via mobile social.

First, the user downloads the festival app. After choosing a log-in route, such as Facebook or Twitter, he or she receives a list of links to topics such as agenda, program tracks, presenters, updates, ideas blog, favorites and a campus map.

Links inside those topics take the user deeper into the program. For instance, clicking on the link for presenter Michael Anti, a journalist and political blogger for Caixin Media, takes the user to Mr. Anti?s bio, and to the link for the discussion on which he is a panelist, ?What is the Future of Free Speech in China?? The inner page includes bio links for two other participants and a tab for checking in and showing the event?s time. Attendees can click on buttons to signal they are going, make comments and to share photos.

Showing how the tools aim to make it easier for those off-site to monitor the goings-on, the app also has a link to the festival?s ideas blog, official festival tweets and videos.

The week-long festival in Aspen, CO, is devoted to topics such as global politics and economics, the environment, technology, science, health, education and the arts. Live streaming of events is available through the festival Web site, The Atlantic and National Public Radio.

Past speakers include President Bill Clinton, Bill Gates, Madeleine Albright, Hillary Clinton and Ruth Bader Ginsburg.

The festival shows how the potential for social media to be harnessed to promote social change has become clearer as use of the tools enters a more mature phase.

For instance, the ALS Ice Bucket Challenge, which raised about $100 million last year for amyotrophic lateral sclerosis, or ALS, also known as Lou Gehrig's Disease, began as a local effort to raise money for the neurodegenerative disorder. It blossomed into an Internet phenomenon. 

A Lithium executive at the recent CXNYC 2015 conference said that it is vital for brands of all stripes to learn how to leverage social emotionally in a world where they can no longer control the customer experience. 
Katy Keim, chief marketing officer and general manager of social software maker Lithium, said the first phase of social emphasized me, whereas social more often now has a broader community focus. 

Community spirit
Marketers thus must leap on social?s inbuilt community spirit to let people create, share or exchange information, ideas and pictures or videos in virtual communities and networks.

Using mobile tools to facilitate thoughtful discourse.

?One opportunity for mobile users to engage with speakers this year is a partnership with Facebook and MSNBC,? Ms. Cappabianca said.

?Facebook users are asking questions to our festival speakers, including Arianna Huffington, Lindsey Graham, Angela Bassett, that the speakers will answer in a video interview with MSNBC?s Alex Wagner.?

Final Take
Michael Barris is staff reporter on Mobile Marketer, New York