Purpose believes that solutions to crises of the 21^st century require global policy shifts and tremendous consumer change. By mobilizing movements of people, online and off, Purpose is helping the green and social economy, as well as major brands, impact global problems.

The creators of Purpose, Jeremy Heimans and David Madden, have already experienced success in the ‘movement entrepreneurship’ world, founding the global movement Avaaz.org and the Australian political movement GetUp.org.

Avaaz, which means voice in many languages, was launched in 2007 with a mission to organize international citizens to take action on critical global issues. Whether the battle is against corruption, poverty, conflict or climate change, Avaaz’s internet model allows thousands of individuals to be forged into a collective and powerful force. Campaigning in 14 languages, with core teams on 4 continents and thousands of volunteers, Avaaz sets out to ensure that the views and values of the world’s people inform policy decisions. Currently Avvaz.org has over 5.5 million members.

Based in Australia, GetUp.org is an independent, community advocacy organization that facilitates Australians to get involved in key political issues and take strategic, coordinated action. With international recognition and praise, GetUp has more members than all of Australia’s political parties put together.

Purpose, based in New York, is creating “21st century movements”. Working with some of the leading players of the green and social economy, Purpose is helping movements to scale and mobilize around progressive causes.

An example of such a movement is ‘Global Zero: A World Without Nuclear Weapons’. Led by Queen Noor, Richard Branson, over 100 world leaders, and endorsed by President Obama, Global Zero’s goal is to eliminate nuclear weapons worldwide. Working with Purpose, Global Zero is pushing the issue of nuclear disarmament to the top of international agendas.

I spoke with James Slezak, who leads Purpose’s work on the sustainable economy. James is motivated by the belief that for the green movement to be successful major sectors of the economy must be rebuilt:

“In the green space the goal is to shift the ways we do things, the economy. This means making less, as well as changing what we make. What is also crucial is shifting demand away from unsustainable products to sustainable ones.”

James’ key projects include building a global movement to support the deployment of electric vehicles, as well as renewable power.

James and his team launched helloelectric.org, a strategic movement to get electric cars on roads faster. This movement demonstrates to society at large that viable alternatives to fossil fuel cars are now available, and also channels enthusiasm for the necessary transition. James is concerned that if electric cars are not trusted from their initial launch they will fail, and there will be no other realistic way for countries like America to lose their oil addiction.

Purpose is dedicated to creating a consumer movement to lay the groundwork for the transition to electric cars. The initial goal is to give populations the opportunity to demonstrate their need for electric cars, so that car companies can target sales in these communities, and increase confidence of investors in the technology.

To achieve this, Purpose is having conversations with government municipalities, electric car industry groups, and working closely with Project Get Ready.  Project Get Ready, a non-profit initiative of the Rocky Mountain Institute, is working with numerous partners and technical advisers to help cities develop plug-in vehicle infrastructure and introduce electric cars.

Purpose is also talking to car rental companies and taxi services looking to transfer some of their fleet to electric cars.

This dynamic dialogue of governments, private companies, and non-profits is geared towards sharing ideas and best practices to help cities make the transition to electric cars:

“The benefit of having so many people and like minded groups working together is that you can cross pollinate ideas, to see what works and what doesn’t. Having so much experience is one place also enables you to create benchmarks.”

James explained that to combat the major environmental and economic problems the world currently faces we must rebuild the energy sector and eradicate carbon emitting power sources. Turning the roads of the world electric will be a key strategy to achieving this, and Purpose will continue to drive this movement.

As international citizens looking for a brighter future, let’s help them get the pedal to the metal.

Founded on August 24^th, 2009, M.A.L.I[i] is a group of thirteen Moroccan citizens who present themselves as staunch advocates of individual and civil liberties aiming at fostering the debate on Individual liberties and civil rights in Morocco.

“We all love our country and that’s why we want it to improve in the field of individual liberties”, explains M.A.L.I Co-Founder Betty Lachgar.

The ambitions of M.A.L.Is go beyond words. In fact, M.A.L.I members are rather seeking to organize coup-de-poing happenings to destabilize the country’s most sacred conservatisms and then start the debate.

“ In this respect, we have decided to start a struggle against intolerance, power abuse, socio-religious inquisition and abusive laws” adds Psychoterapist Betty Lachgar.

And that is exactly what they did.

Aware that Islam is the most volcanic taboo in Morocco’s society, M.A.L.Is did not choose provocation deliberately.  What they were bent on doing was to act as the mirror of “the provocative contradictions of Morocco’s social, religious and institutional fabric.”

“We wanted to perform a symbolic act to point out the very contradictions of Morocco’s institutional backdrop. In fact, while Morocco’s constitution guarantees freedom of Worship, article 222 of Morocco’s criminal code still condemns anybody presumably of Muslim belief to a six-month sentence to jail” argues Co-Founder Zineb El Rhazoui, 27.

The Butterfly Effect

At first glance, M.A.L.I appears as one of the million movements locally struggling for the advancement and improvement of individual liberties. So far, so good. Nothing new under the sun.

However, absent social networks, what happened in Morocco on September 13^th, 2009 could have gone totally unnoticed. And that’s what makes M.A.L.I so revolutionary.

The idea is quite simple to understand. Aware that their low weight and high powerlessness as a 13-member group is a disheartening liability, M.A.L.Is have mostly relied on Facebook as a stepping stone to spread over their ideas.

How Could a 13-people picnic in the small city of Mohammedia, Morocco set off a tornado in the highest ranks of Morocco’s authorities, hit the headlines of  Le Monde and El Mundo, and arouse the ire of Human Rights Watch?

At The Beginning Was Facebook.

The conception, description and pubilicity of the un-fasting happening all started on M.A.L.I’s Facebook page.

What first started as a mild and cordial discussion about religion and society evolved to a more and more tensed, aggressive and sometimes violent exchange between those who supported the initiative and those who condemned it with the utmost vehemence.

Choosing to compare the insignificance of the incident itself with the huge consequences it had and still has as the yardstick by which the success of the operation should be assessed, one would doubtlessly call it a success. Let’s have a look.

The Media

On the local level, the story hit the headlines of all daily and weekly news magazines such as Tel Quel: “They Did It!”

On the international level, Spanish Newspaper EL Mundo’s headline best encapsulated the discrepancy between the incident and its irrational consequences: “In Morocco, 100 Policemen against 10 Sandwiches”.

NGOs

“We should not, in the name of our Muslim heritage, accept that people be condemned only because they express a different opinion” argues Khadija Rouissi, President of Bayt Al Hikma, one of the local NGOs which supported M.A.L.I’s intiative.

“They started the debate, and that’s very positive” adds AMDH President Khadija Ryadi.

On the international level, on September 19^th, Human Rights Watch called on the Moroccan authorities to cancel any charge against M.A.L.I members. A camouflet for a country that has always been boasting about being one of the most advanced democratic Muslim country in the world.

The Internet: Facebook as a facade and forums as ramifications

Facebook has been essential for M.A.L.I.  They were three important phases.

First, the creation of a Facebook group of 13 admins, a couple of clicks, some pictures, a description of the group, and the weapon was ready.

The second phase was impulsed by the creation of an event, the “symbolic picnic”, which made the group grow from 13 people to 200 ones, a sufficient critical mass to spark a small buzz prior to the event.

The third phase is still going on and it is about how the Facebook page beneficiated from the incident post-euphoria. The two groups now have more than 2,500 members. Though this number is incomparable to what we generally witness with NGOs in Western countries, it is still a lot for a country where Internet accessibility, literacy and fear of retaliation are still serious issues.

As for forums[ii], they have been playing a satellite and shelter role. Among them, Bladi has been the most active one.

Recently, In July 2010, the famous American blog Freethought devoted a 2,000-word piece on the story and its consequences.

Speaking in absolute terms, the fact that 13 people stubbornly decided to eat publicly during Ramadan 2009 in Morocco should have remained an insignificant and marginal incident. Yet, owing to the very special modus operandi chosen by the “dissident” movement to make their act go viral and start an unprecedented media buzz going beyong the borders of Morocco, what happened that day should be given the utmost attention and be construed as a major and fundamental change in the way religion and society dynamics are and will be apprehended in Morocco.

Now the Pandora box is open and there’s nothing to do to reverse the tide.

[ii] Forums perfectly illustrate Professors Keck and Sikkink’ arguments (Activist Beyond Borders, 1998)about the power of transnational networks metaphorized by the « boomerang effect »: the idea that a local group can « send » a boomerang (ask for help through the internet for example) to a group acting abroad and have the later inform and put pressure on its own local environment which, the authors believe, will in turn help the foreign group that asked for help in the first place (they « send back » the boomerang).

What is the danger of a single story?

Chimamanda Adichie explains it well. When she started to write, Adichie explains that, though she was living in Nigeria, a country that she had never left at that time- all her characters were blonde and blue-eyed people who would eat apples, drink ginger beer and always talk about the weather. While Nigerians would rather eat mangoes than apples, drink water than Ginger Beer and never be amazed at the sun coming out, Adichie explains that she couldn’t imagine writing about anything else that the very context which composed all the literature that made her want to be a writer. And that literature was purely white-dominated.

Now, Can we extrapolate Chimamanda Adichie’s idea to new digital social networks ?

I believe so. Let’s take the example of Facebook. Is facebook dangerously promoting a “single story”?

When one signs up for a new account, one is requested to fill some elementary boxes which-it is assumed- is the best way to introduce oneself to the world: first name, last name, pictures, friends, hobbies, interests, education, marital status, religious beliefs etc.

It is true that you can choose not to show all of this information, but what is very intriguing is to notice that there is no other way to introduce yourself to the rest of the world. Therefore, it can be argued that people who are not used to this way of presenting themselves are discriminated against.

Ask children in rural Kenya working with their parents in community fields what their hobbies are, I’m not sure you’d get answers such as “photo”, “horse-riding”,”bird watching”.

Ask people from Atlas mountains in Morocco to talk about their education or say a few words about the marital status. What answers would you get, if you ever get them, let alone in English?

In many cultures, it is obscene, taboo or at least unusual to ask these kind of things.

Therefore, it seems that new digitals social platforms are mostly targeting urban people from urban megalopolises while claiming their goals is to reach out to everybody throughout the world.

While they say they want to narrow the world’s digital divide by providing a one-size-fits-all platform allowing anyone, on equal footage, to enjoy equality of numeric opportunities, it seems that those platforms are rather widening the gap between those living in the world’s most important urban centers who can now better interact socially through the use of such platforms and those who just still cannot.

Social innovation, collaboration and transparency are goals of many contemporary projects for both the private and public sectors.  All Our Ideas is an online survey tool that marries social data collection with quantitative and qualitative methods.  The result – democratic, prioritized and open information.

All Our Ideas is an open source research project, with its goals to provide democratic, efficient and prioritized data collection. Described as an “interactive opinion poll”, users are able to contribute their own ideas and suggestions to the issue at hand. When asked if they consider A or B more important, users can say they like both, neither, need more information, or contribute their own alternative, C. Subsequent users are then questioned on the original ideas, as well as the user supplied content.

In essence, All Our Ideas is a tool to create simple, scalable, interactive surveys that gather social data, which is visualized and readily analysed. Because information can be added by respondents, as seen in focus group or interview surveying approaches, a ‘bottom up’ effect is had on the survey and research process.

Lead by Matthew Salganik from the Department of Sociology at Princeton University, All Our Ideas is being used by several prominent projects, including:

• Prioritizing residents’ ideas for the Department of Parks and Recreation’s new master plan for the parks in Northern Manhattan.
• Integrating residents’ ideas into PlaNYC 2030, New York’s citywide sustainability initiative.
• Voting on the name for the Craigslist Foundation’s new knowledge sharing portal – ‘Like Minded’

In many cases the information contributed by users to is more powerful than that provided by the organizations who create the polls. When developing plans for urban development community collaboration and feedback are the types of ‘bottom up’ information flows that are crucial for sustainable and well integrated urban design. With tools like All Our Ideas, clients become collaborators, and the community as a stakeholder. In the world of urban development, this translates to empowered people for tailored design.

Last week, Chinese authorities arrested Cheng Jianping (online alias of Wang Yi) and sentenced her to a year-long labor camp for “disturbing social order” — or more specifically, for retweeting a satirical message about attacking Japan’s pavilion at the Shanghai Expo.

The original message that Cheng reposted was from her fiance, joking about recent protests in China in which some Chinese smashed Japanese goods. Her fiance wrote, “Anti-Japanese demonstrations, smashing Japanese products, that was all done years ago … It’s not a new trick. If you really wanted to kick it up a notch, you’d immediately fly to Shanghai to smash the Japanese Expo pavilion.”

Cheng retweeted the above, adding to it, “Angry youth, charge!”

According to statements from Amnesty International to Reuters, her tweet was retweeted by only three people. The group also stated that she may be “the first Chinese citizen to become a prisoner of conscience on the basis of a single tweet.”

The director for the Asia-Pacific within Amnesty, Sam Zarifi, added, “Sentencing someone to a year in a labour camp, without trial, for simply repeating another person’s clearly satirical observation on Twitter demonstrates the level of China’s repression of online expression.”

Though Cheng may be the first arrest on the basis of a single satirical tweet, this isn’t the first time we’ve seen China crack down the whip on the use of social networks and media. The most popular example may be that of recent Nobel Peace Prize winner Liu Xiaobo, jailed for his low-level activism and use of media to speak up against the Chinese government.

Just a few days ago, the organizers of the Chinese Blogger Conference — started in 2005 — were forced to cancel the annual event due to pressure from authorities. The venue was announced just four days before the two-day conference, but the venue’s owners reneged the location’s use for the conference after being pressured by authorities.

Blogs, social networks, and other mediums used for information sharing have been harshly regulated in China. There are few avenues by which users can still voice themselves to some extent. A Twitter microblogging equivalent, Weibo, was launched in China after the Twitter ban but posts are closely monitored by Chinese government. Again, programs and companies like Tweetdeck also allow for a backdoor entry way to reach the banned mediums. The Amazon Kindle seems to be popular as well, as the e-book technology gives people a way to connect to Facebook.

It’s interesting to see how social media and networking will continue to unfold and develop — or not — in China.

“Cooperation turned us into specialists: I’ll do this job, you do that one. Specialization gave us incentives to innovate. Innovation led to yet more specialization and more ways of combining different specialized skills. Human intelligence became collective and cumulative to an extent that no other species can rival. The key human invention, therefore, was exchange—the ability to trade ideas and efforts.” – Matt Ridley

This concept of exchange and collaborative consumption is, among other things, exactly what the founders of MakeSense are striving for. Within the next week, they plan to launch the alpha version of their web application designed specifically to connect social entrepreneurs to the masses.

According to co-founder (and “co-backpacker”) Christian Vanizette, MakeSense is a web application that “features challenges of social entrepreneurs — design, investment, business, technology — so that the crowd can take them up and, well…MakeSense.”

In recent years social business has boomed in popularity, with organizations such as Grameen Bank and Kiva focusing on microlending to entrepreneurs across the world. The concept of a social business is that it is a non-loss, non-dividend, cause-driven company with the goal of addressing a social need. The purpose of investments made into the business is purely to achieve the social objectives through the operation of the enterprise, with no personal monetary gain intended by the investors of the company. Oftentimes, objectives revolve around nutrition for malnourished children, providing housing for the poor, bringing education or health care to marginalized people, giving safe drinking water, encouraging sustainability, introducing renewable energy sources, etc. through the use of a business model. Because of this cause-driven focus, the success of the social business is measured by the positive impact upon people or the environment rather than on the profits made in a given time frame.

But what of those who aren’t business savvy but want to get involved in these social ventures? To Vanizette and his team, it only made sense to connect the skills and talents of people across the world to the skills and talents of others across the world, and the way they saw this to be best done was through the development of a new web app.

“I start this project because I’ve read the book of Professor Yunus and then I wanted to get involve with Social Entrepreneurs to work with them because I was fed up of the non-sense of working in big companies,” Vanizette, originally from Tahiti, commented.

He added that despite the emails he sent out to entrepreneurs and despite the challenges they were facing in their businesses, he was getting little response. Realizing that there could be a more efficient way to connect, he and his co-backpacker Romain Raguin took their web app mock-up, laptops, camera, and a change of clothes and began their journey to meet social entrepreneurs in person to see what could be done. Specifically, they inquired about the utility of an application and idea such as MakeSense.

Throughout their travels to India, Bangladesh, Singapore, Thailand, Laos, China, Vietnam, Cambodia, and other countries, they discovered more and more the need for this connector application. Much was being done around the world for social good but these social enterprises, in isolation, were hitting snags. In an effort to solve their problems through a combination of crowdsourcing and microlending, MakeSense returned to Paris, France and began working tirelessly on the web application. In the meantime, they sought to promote the work of these entrepreneurs to the skillful and talented masses through the means of video posts, Twitter, real-time updates on Facebook, and attending conferences revolving around technology, innovation, and social good.

“I feel like the role of social media is now the role of media,” Vanizette remarked. “My awareness on social issues is only possible because of these medias.” He stated that he no longer watches TV to become aware of news — common among our generation — but that we now have access to our “tailor made TV” and that we can even go beyond just watching; we can create content, upload it, and retweet it. “The next frontier will be to find an easy process that allows for people to not only like and learn things online but to also act offline,” the MakeSense co-founder said. He seeks to do this by giving people the chance to find opportunities on the MakeSense application and then to go out to the “offline world” and to make a positive impact.

The alpha version is scheduled to launch soon and will be just that: an alpha version. Vanizette admits that it will be “crappy, just like how the first version of Facebook was pretty crappy,” but will continue to work on it to make it the best it can possibly be in serving the needs of these communities. For now though, the team is just excited that steps are being taken to encourage collaborative generation.

“It will work like a conversation happening in a coffee shop in New York, let’s say,” Vanizette said in explaining the application. “You tell me, ‘Hey, Christian, I’m wondering what I can do to help a social entrepreneur but without donating money. Have you got any ideas of what I can do from New York involving my passion for fashion?’ And let’s say that I respond, “Sure! I know a girl in India doing fantastic fashion accessories in a responsible manner and she’s actually looking for people to help her reach a new market. I’m sure these products will be of interest to New Yorkers. Here’s her contact; don’t hesitate to write her!’” He continued to explain with a smile, “It will be the same process but on the web. Only, imagine that our app is the coffee place and that ‘Christian’ is a web page detailing the efforts of the specific entrepreneurs.”

In a recent report, Jonathan Rowson, Steve Broome, and Alasdair Jones state that “defining ‘communities’ solely based in geographic terms has major limitations.” Their report argues that this way of viewing our communities often fails to “deliver key social capital improvements” and that a new approach needs to be done that is “based on an understanding of the importance of social networks…such an approach has the potential to bring about significant improvements in efforts…to support the development of resilient and empowered communities.”

Christian Vanizette and the start-up team of MakeSense are more than aware of this need to connect and combine forces. Furthermore, they are aware that the best way to do this in our global society is to utilize the power of the web and of social media.

“Our goal is to shake up people so that they move [themselves] in solving the challenges of Social Entrepreneurs,” Vanizette explained, his passion coming out. “Our goal is to make people use their minds and creativity for problems that are worth solving — little challenges by little challenges — to make the world a better place.”

The MakeSense application was due to come out today on Monday, November 15th but will be held off for a few more days. “It’s done,” Vanizette assured, “but we’re just waiting for a few more entrepreneurs to input their needs.” No entrepreneur left behind. He joked at one point during the process, “It’s okay. If Chris Hughes can be late in launching Jumo, we certainly can be excused for a few days delay as well!”

MakeSense has presented at various global conferences, including most recently The i7 Summit.

Web Director Kate Sands Adams considers the IRC online strategies surrounding the earthquake in Haiti last winter to be among its biggest successes.  The IRC was able to raise an extraordinary amount of money in a short time as well as contribute to increased media coverage of the disaster.

Furthermore, the IRC raised $10,000 on the Facebook Causes application.  This is especially impressive because, according to the Washington Post, fewer than 50 of the approximately 179,000 groups using Causes have been able to raise this amount. The organization also has frequent smaller scale success like when New York Times columnist Nicholas Kristof retweeted an IRC tweet, which exponentially expanded the tweet’s reach.

Do not be fooled into thinking these successes are due to luck or public concern during disasters alone.  The IRC’s successful fundraising and advocacy are the result of strategic planning and careful analysis of past online trends.

According to Adams, the organization used to keep a relatively low profile in all aspects of its work.  However, in 2006, the IRC underwent a major rebranding campaign to raise its visibility.  Adams says that external communications have been ramping up ever since and the web has become especially important as a marketing tool to reach new audiences.  Although the IRC has a solid core of long-term supporters, the organization knows the importance of reaching new people.

Ruth Fertig, Online Community Builder at the IRC, adds that cultivating new audiences is a primary goal of the social media strategy as well.  The IRC hopes to turn people who follow the organization on Facebook, Twitter or YouTube into activists, donors, volunteers and sometimes even employees.

Another important goal is to raise unrestricted funds, which the organization can allocate wherever they are most needed.  According to Adams, this type of funding is crucial for sustaining the IRC’s ongoing work as well as responding quickly and effectively during emergencies.

In order to achieve its goals, the IRC has made a priority of tracking its successes. In evaluating advocacy campaigns, the IRC looks at how different types of content drive users to sign petitions or write to leaders.  In terms of fundraising, the IRC monitors criteria like the number of individual online donors, donation amounts and repeat donations.  On the social media platforms, a successful post or tweet is one that many users share or one that sparks conversation via comments or wall posts on Facebook.  Here, a challenge is to pinpoint exactly what it is about a particular post or tweet that makes it go viral.

As a result of tracking trends, Adams, Fertig and the other members of the web team at the IRC have amassed a collection of best practices for engaging potential activists and donors.  Fertig emphasized that forming best practices is key.  It saves her time and allows her to do her job better

Adams has found an important practice is to react quickly to website analytics data. During their efforts surrounding the earthquake in Haiti, the IRC found that it was extremely effective to rapidly post new content, photos and video from the ground.  It allowed them to communicate the urgency of the situation and inspire people to help.

The IRC has found that maximizing use of multimedia in general is very effective.  Analysis of IRC website traffic shows that most people tend to click on pictures and video and will stay on a page longer if it utilizes multimedia.

Another lesson is to listen to users and let their needs drive content.  Fertig describes social media platforms as “places for a two way conversation.”  As the IRC’s Online Community Builder, she spends a large portion of her time listening to and monitoring what the IRC’s online community is saying in addition to putting out their own content. She adds that asking questions on social media platforms is a great way to engage people and spark conversations.

Fertig also reaches out to bloggers and generally encourages others to be the IRC’s “megaphone.”  She has found that messages are more effective in the community if “they take the cause upon themselves.”  In response to the many requests for support they receive from individuals hoping to hold awareness or fundraising events, the IRC recently launched iRESCUE.  This “Do-It-Yourself Fundraising” site gives people the resources they need to spread the word to family and friends.

Similarly, through its research, the IRC has found that people are moved by individual stories as well as what is happening on the ground.  The IRC’s Blog, Voices from the Field, was created to give the IRC’s field staff a place to write about their experiences and share their pictures and videos.  Adams says that it is the place where her colleagues in the field “take center stage.”

However, because staff in the field are busy with a variety of lifesaving tasks, they have less capacity to contribute content, photos or video to the blog.  To address the challenge, the team now has four information officers around the world who work closely with field staff and the external communications team to share that important perspective from the ground.

In addition to listening to their audience, Adams finds it important for the IRC to “talk to them in a language they understand.”  Although most of the IRC online community is well informed about a variety of issues, web content producers must use everyday vocabulary and refrain from being overly technical.

The IRC’s web strategy can set an example for other international nonprofits seeking to enter the Web 2.0 world.  Learning from best practices and listening to target audiences can help a small team reach big goals.

Why Special?  Well, Inspire is special because it is nothing short of the official Al-Qaeda’s online magazine, which « surfaced with frank essays, creatively designed imagery and ominous terror tips », write CNN journalists Joe Sterling and Mohammed Jamjoon.

The first issue of the magazine, which was posted in July 2010, clearly announced the type of target the Jihadi editors were looking for: provide bomb instructions and offer English translation of Osama Bin-Laden speeches to young American and British readers.

One month Ago, in October 2010, the magazine issued its second edition in which various articles encourage terror attacks on U.S. soil, suggesting that followers open fire at a Washington, D.C. restaurant or use a pickup truck to “mow down” pedestrians.

Unaware of what that magazine was all about in the first place, my firs read was really boring: The magazine looked like one of the million tasteless humoristic magazines that blossoming websites and humor forums are offering on the net on a monthly basis.

In the same vein as the world famous video of Ahmad the Dead terrorist , reading the magazine first gave me the impression of a new humoristic attempt to make fun of terrorists –their sign language, their beards and clothes, their solemn tone when they speak, their mottos, expressions and gestures.

Am I exaggerating it using “humoristic” as an adjective to describe my first impression reading the latest October edition of the magazine? Judge by yourself:

In an article called “The Ultimate Mowing Machine”, editors explain how readers should proceed: “To achieve maximum carnage, you need to pick up as much speed as you can while still retaining good control of your vehicle in order to maximize your inertia and be able to strike as many people as possible in your first run”.

Going a bit further, there are some key lessons one should take away.

First, Social Internet has become an unavoidable marketing tool and an inevitable means of communication, whether you are an individual blogger, a profit company, a non-profit organization or a Jihadist group.

Second, the alleged depravation of the western world as always described by Al-Qaeda is not that “bad” as the terrorist organization does not hesitate to use some of its characteristic features when it can benefit from them.

Last but not least, If we take seriously the impact of such a magazine on “weak and influential” people living in English-speaking countries targeted by Al-Qaeda, it seems that the undoubtedly positive improvement represented by social networks and Web 2.0 could play as the Free West’s Achilles Heel: augmenting its general well-being and at the same time, increasing risk exposure to Enemies of Freedom.

Kept under wraps until today (the release of their beta version), Rockmelt is a Mountain View start-up that Andreesen invested in and advises. The idea is that it is built entirely around social networks such as Facebook and Twitter, making a more social browser.

According to the RockMelt blog:

RockMelt does more than just navigate Web pages. It makes it easy for you to do the things you do every single day on the Web: share and keep up with your friends, stay up-to-date on news and information, and search. And of course, RockMelt is fast, secure, and stable because it’s built on Chromium, the open source project behind Google’s Chrome browser. It’s your browser – re-imagined and built for how you use the Web.

After poking around a bit, it seems that the browser looks and feels similar to that of Chrome, which makes sense since Google’s model is their foundation (it even has the Incognito mode). Along the edges of the browser are your Facebook friends and Twitter and RSS feeds, allowing you to chat, message, or check status updates regardless of what site you’re currently on. These are updated in the background and utilize a “push notifications” function that informs you of the messages and updates that are piling up back there. The browser utilizes the company’s cloud service to provide the feed pushing, allowing for faster updates and surfing. Basically, if you’re familiar with these social networking sites, it seems pretty easy to understand and use.

[YOUTUBE] RockMelt: Your browser. Re-imagined.

In addition to being a sharing and networking platform, Rockmelt boasts of its improved ease and speedy search capabilities, its ability to personalize and back up information by the Cloud system (it’s the first browser you log into, unlocking your personal world at any computer you use), and it’s “rock solid” foundation, being built on at a secure and stable core.

You can sign up for your beta version, follow them on Twitter or like them on Facebook.

Besides the wild beauty of antique Habana, the marvellous white-sand beaches of Cayo Largo, the static colonial touch of Trinidad and the “revolucion” spirit surrounding Cienfuegos, « el pueblo recolucionario », what strikes you when you travel in the largest island of the Caribbean is the almost total absence of the internet.

No matter where you are in Cuba -in a provincial pueblo or in Downtown Habana- looking for a decent Internet connexion is as difficult as looking for a 54 Ford in New York City.

However, if you wake up early and pull yourself together, you may find a place where they “offer” Internet access. When you’re a tourist, you can go to hotels. Not all of them have those services but some do.

Now, what happens when you find the right place and want to get started ?   Like any other usual western tourist, you want to quickly check your e-mails, send a sweet message for a friend’s birthday, update your facebook status to “Having so much fun in Cuba!” and, just in case, have a look to the details of your return flight.

Could you reasonably do that? Well, unless you have ten hours to spend there and a lot of money to lavish, you won’t be able to do that.  Connections are so slow, and the Internet costs you $8 an hour.

With no exaggeration, I’d say that you’d use a quarter of that hour to open gmail, another quarter to write and send ¾ e-mails. With the remaining half-hour, if it’s your day of luck and the connection does not crash all of a sudden, you may open the New York Times and probably read two articles before the final countdown appearing on the bottom-right corner of your screen kindly lets you know you have 59 seconds left to skim through your third article.

An hour had passed, $8 gone, and you only did what you normally do in 10 minutes. Stay calm and keep walking. You’re in Cuba.

That being said, my trip to Cuba was an amazing opportunity to compare the two systems – the Free West and The Tropical Communism- through the prism of Digital Age, Web 2.0 and Social Networks.

It is so different and so similar at the same time.

Social networks perfectly function in Cuba, only they do not happen on the Internet. The best example I can come up with relates to finding places where to stay when my friend and I would arrive in new cities. In New York City, Paris or London, you do things on the net, you book and tell your cab the address before showing the hotel receptionist your e-booking reservation. And if you want to go further, you go to some travel forums beforehand to ask for advice or ask your friends whether they know of someone able to put you up.

In Cuba, it’s different, but as efficient.

You talk to the first guy you meet on the street about the best way to find a place to stay (think of a forum on the net), and that guy send you to another person who knows somebody who has a “casa particular” (think of links that redirect you to the right person).

If the casa is free, you just stay there, if not, the owner of the casa (who you added as friend…ring a bell?) would call all his friends (think of creating an event on facebook) until someone has a free room for you (it works like craigslist).

Well, some would say you have to give those guys propinas (tips), but is the Internet connection your use from your Manhattan home free for you?

Some others would contend that the guy you ask for the room may take advantage of the situation and try to sell you postcards of the Che or fake cigars, but aren’t you all the time exposed to adds and scams on the Internet?

I know my point here is debatable, but I sincerely never had the impression that Cubans were missing a lot of things because they could not really access the Internet.

The capacity human beings have to adapt to any context is formidable. The famous example when it comes to Cuba relates to their cars: how can these guys still manage to have 70-year-old cars still function? Well, when you know that you can’t have a new one, you find a way to make the old one works…

The same applies to social networks. They make do with what they have, their tactility, smartness and resourcefulness.

Cubans are much more than poor victims of a repressive and dictatorial regime, they are some sort of pre-modernity geniuses who always find their find through resourcefulness, smartness and tactility.