use of social media in a thoughtful and honest staff can break hierarchies and hire This is an excerpt from the forthcoming book by Liam Barrington-Bush

anarchists in the room Conference: What social media and social movements can help your organization to be more like people.

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My first encounter with Peter Wanless, CEO of Big Lottery Fund in the UK, was a single tweet in early 2009, wishing me good luck in the grant application, which was published with lightness I was struggling with. At the end of 2011, on their way to a punk concert in Camden Market, to celebrate my birthday for a few pints with friends.

Peter is the head of major grants from the body in the UK, but his Twitter account at any time give the impression that he holds the position of your high and mighty card says that it did. A combination somewhat unpredictable cricket commentary, Elvis Costello music playlists Virginia and random all caps when your child breaks phone takes father, interspersed with occasional updates on the latest BIG grant program announced or delivered.

and lace. Happy to have a conversation or answer questions from people who want to talk to him on Twitter about his work, or otherwise. Peter started using Twitter at the end of 2008, when, on a good day, was regarded with suspicion by many of their counterparts in other major foundations and governments.

Twitter has opened the door to Peter, and by extension BIG, for thousands of players, many of which have been the source of funding rather like an ivory tower. Meanwhile, Peter made clear Twitter has opened its doors to the world beyond its office in the City of London. "I really think of Twitter as a place to share and learn a lot," he said.

With a relatively open and honest online presence - especially given the pressure on someone in his position at the foot of a strict line on all political issues - Peter found a regular opportunity to work directly with those BIG previous connections were only a half-dozen steps to ensure that the chain of command of the organization. In other words, you can learn directly from the front line, reversing some of the limitations inherent in the hierarchy without leaving the meetings held much of their days.

said also wanted to remind me that social networks can only go so far in the recruitment of staff or interested in how they manage the organization: "Only a few people to walk through the open door -. for others, you have to leave your office, if you want them to agree with what you are doing, "he said Basically, if not used carefully, Twitter can simply amplify the voices that are already shouting louder, while others are marginalized. Peter made sure to leave the office and meet people who are supported by BIG.

also very aware of the following, wanting to make sure it does not create a sounding board for their own visions of the world, but he learns the diversity that allows Twitter explore so easily.

Peter admits that his first forays into Twitter seemed reasons "broadcasting" that led many organizations to create accounts, telling the stories of grant recipients, when the media have little interest in collecting. "[Did] the feeling of wanting to alert the world to the fact that they were such extraordinary people doing amazing things was a great privilege for us to have funding."

But in late 2009, when a British newspaper published a hatchet job on the source of funding, given that Peter had taken ? 9,000 in travel expenses last year and had "found time "for over 3000 tweets, Twitter is that he came to his defense. "Even before the press office had moved into a position to develop a rebuttal," Peter said, "many people were tweeting:" Well, thank you God, there is a general manager who annoys us directly participate in networks Social and takes time to travel and see what we do on the ground in our charity! "

While our organizations are doing their best to prepare for the classes of public relations disasters that occur very rarely, with a wandering Tweet or blog, rarely think of social networks as our first line of defense against a series of public attacks or criticism.

also blurred the lines of the organization in the past, as supporters default informally become part of the institutional response to the task, which shows that the culture of transparency is not limited to the walls of the organization, but affects wide range of stakeholders.

as stand rolled, Peter first thought: "Wow this is very powerful!" That's when he started to use Twitter differently - the largest share of listen more, more -. The design is not only growing audience, but also the large pool of learning Twitter users that he was able to engage with
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