How can ‘world changing’ organisations harness the social web?

Preparing for a talk at Earthwatch, I had a look at their Myspace site. Earthwatch has 132 friends. In comparison Lily Allen is listed as having 405,900 friends on Myspace.

What can we do to help ‘world changing’ organisations such as Earthwatch harness the developments in the social web? Or is it a deeper issue of making saving the world ‘cool’ or as the teenager might say ‘sick’, ‘chung’, ‘buff’ or ‘nang’?

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