He gave lots of examples of successful movements in places like India, Poland, Brazil and the United States on issues from squatters rights, gay marriage, access to housing and ethnic injustice. He asserts that using the web to promote a social or political issue should be much more than people clicking on a button and calling it 'direct action'. For instance, if you want to get people involved, offer them a small but meaningful task then, once you have a minimum commitment, gradually build up a variety of tasks and requests until you get people sharing, exchanging, funding and meeting up. Remember, that even though you might be the 'Movement Entrepreneur', make sure the movement is not about 'YOU' -- it is about the issue. Also, while you may be online and have access to the world, successful local action is the most powerful way to motivate mass involvement. To summarise Jeremy's top tips: Make any mass movement about members not (charismatic) leaders Use institutional structures not institutions Movements are not internet memes. Create purpose . Build and consolidate power around issues. Connect: Online with Hyperlocal Spin is becoming less important in the 21st century . Word of mouth is more important than storytelling. You should be more A. A. Milne than Alastair Campbell. Go Transnational . That is where the greatest acts of solidarity occur. Take it straight to the people. Don't make it a coalition. Don't fixate on the technology. Early adopter technology is not used by the