What's Your 'Gateway Drug'?
We owe much of the perennial growth of the drug market to a collection of substances known as 'gateway drugs'-- relatively quick, harmless highs that open the door for progressively stronger, more expensive drugs. But perhaps social enterprise can help turn this insidiously successful tactic to more productive ends... Like junkies, successful change agents fixate on their cause. They crave it, sacrifice for it, and are willing to expend ever greater effort, against ever greater odds, to move it forward. Leaping headlong into that life would leave just about anyone exhausted, overwhelmed and cynical. That's where the 'gateway drug' comes in.
For example, a recent survey from DigiActive suggests that online activists often come into that community through other, more run-of-the-mill social networks. Social networks are a gateway drug for online activism. Once you've learned the norms, mastered the tools, and made the connections in facebook, creating online petitions or leading a discussion board comes pretty naturally.
The same could be said of disaster relief drives that cultivate life-long volunteers, the flickr comment that inspires an amateur photographer to start booking portrait sessions, or the sporadic blogger who ends up spearheading a massive social media campaign.
Metaphorically speaking, every cause needs addicts, junkies, even dealers. What current utilities, networks, or platforms could be the key to 'hooking' your next evangelist?