Grooming Your E-list

Leverage participatory media
Social-networking Web sites, including MySpace and YouTube, can’t be ignored. The Humane Society of the United States saw a 50 percent increase in traffic to its site from MySpace since its “Sunny the Seal”
campaign went live, recruiting 500 new additions to its e-mail list. Similarly, the Natural Resources Defense Council’s successful Polar Bear SOS video has gotten nearly 84,000 views.