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The magnitude of technological change over the past 10 years has been astonishing; the next 10 will surely be more so. New social media are already changing the way organizations attract supporters. The American Red Cross raised a record $8 million plus for Haitian relief efforts via Twitter, which, according to the Nielsen Co., has become the top source of discussion about the quake, followed by online video and blogs. The potential mobile universe of grass-roots text messagers is now over 136 million—an emerging market and communications network for nonprofits, small businesses, and political campaigns. We’ve gained hundreds of cable TV channels and satellite radio stations, millions of bloggers, and literally billions of Web pages. The media today are more diffuse and chaotic than ever.
