Alex Brown’s Passion for the Welfare of Horses as a case study on how to use social media strategically to build a strong community to get things moving against horse slaughter. From a strong mission statement to leveraging social networks through goals (i.e.; Facebook, YouTube, Twitter), strategic choices and various tactics based on experimenting with the tools for hits-and-misses (e.g.; blogs and MySpace), you listen to about 30mn of what I consider some great humble transparency about a small project which became big through incremental small steps.
Interview made for the online magazine Knowledge@Wharton