Gone are the days when great ideas travel around the globe due to the simple fact that they are great—supposedly. Henry Ford never had a need to market the concept of the assembly line. He changed the world simply because he had one magnificent thought that transcended industries. An age of heightened analysis and accessibility has increased the amount of quality thinking that goes on in our world today, making the notion that a good idea equals widespread recognition obsolete.

So to have the days of mass marketing passed. This era allowed us to combine average ideas with abundant advertising and hypnotize audiences into becoming followers. The level of interconnectivity that our world has reached makes us immune to advertising gimmicks. Consumers are well aware that a secondary source of information is always a mouse-click away.

While these past approaches to establishing communities may have been effective, neither would be appropriate in building your cause.  The idea of developing a community around your cause assumes various levels of ideology and even a hint of heresy—a want to deviate from the status quo. Unlike the past, those who lead these communities need not be powerful or rich, but rather passionate and earnest.

Starting movements is not as much about leading people, but connecting ideas. Not about reaching a million people, but the right thousand; true believers who will go out and tell your cause’s story—make sure it’s a compelling one—connect groups, lead the movement and be dedicated to making change happen.

The community or communities you are trying to reach probably already exist. You do not need to invent your followers; you simply need to lead them. And in today’s connected world, one of the best ways to find, engage with and cultivate these groups is via social media. Just like any other form of marketing campaign, a social media initiative tailored to building a movement should adhere—no matter how loosely—to a process.

The first step is asking the internal question of “Who are we?” For those looking to start a movement, the question may be “What’s our story?” How are you challenging the status quo? Who are you upsetting? What about your organization’s cause is going to make you stand out on Facebook and have users think, “This one matters.”

When developing a message with social media marketing in mind, you must also think about how others from outside communities will relate. Being online means that your message will inevitable cross paths with those from all walks of life and you want to make sure you are not shutting anyone out. Social media is a great tool, but also is very fickle. A compelling message that others can relate to goes a long way in establishing the sustainability of your social media efforts.

The next step is to identify those communities that will initially grasp on to your story the firmest—the true believers. Locate these followers first within your own established online networks and then branch out into like groups and organizations, those looking to connect rather than compete, those that are already advocates, not simply aware. In the past we could have relied on one person to disperse our message to the masses and they would follow blindly.

Today our goal needs to be to find those who will retell our story again, with the same passion and vigor each time, and find others who will do the same. Social media allows this type of connection to be made at a much quicker rate. In the world of social media, these followers are often referred to as online influencers, those who will influence a thousand if you can only influence them.

Now that you have put the effort into crafting a message and establishing an initial online network, it is time to fully engage. One of the natural qualities of a leader is curiosity. There is no better place to prove this fact than online. The Facebook pages that garner the most activity, the Tweets that are most re-Tweeted, the blog posts that are most viewed are those that spark conversation, begin debate and encourage any other forms of discussion. Ask the loaded questions, welcome legitimate criticism, even feel free to toss the proverbial Molotov cocktail onto the fire every once and awhile. These discussions and open forums are what keep users coming back to your page, website or profile and what keep your movement moving forward.

Discussion in the online forum leads to connections, and that is the key to the next step in building a community around your cause: grow your network. Engage in conversations on other pages, profiles, blogs, etc., of those working toward the same goal as you. Feel free to reach out to like-minded bloggers or people on Facebook. Use the compelling story you have developed to bring them into your circle.

Once you’ve built a large enough following via social media, you may want to begin shifting attention toward a more permanent website. Make sure followers have a reason to follow you to the website; have support materials readily downloadable; provide areas for even more interaction with your organization. Think of social media as your recruitment office and your website as the armory.

Since you are trying to start a movement, there is no final step. Marketing—traditional, non-traditional, guerilla—should be used to increase awareness of your cause and the resources available. Do not shy away from advertising your Facebook page, people are not always expecting websites and email addresses nowadays. Use your social media venues to organize an event. Use the communities you establish in any way possible—just make sure you are utilizing them.

Stagnation is one of the leading detractors of online marketing campaigns. You must not only be dedicated to your cause, but also to doing the work needed build communities. Do not expect a social media campaign to be simply one task of someone in your office. If at all possible, make it THE task. A successful social media initiative takes time—a lot of time—and results may not be seen immediately.

The biggest pitfall of social media campaigns is that organizations believe they will build a following using only this tool from the marketing chest. In today’s connected world, whether you are starting a movement or selling widgets, you must utilize integrated marketing techniques, of which social media is but one alternative.

Social media assists in dispersing your message and helping you find like-minded individuals on which you can build the foundation of your movement. It then allows you to network, build a community and engage with your followers. If you are committed to your cause, you will be committed to the dedication and persistence needed to make a social media marketing initiative a success.

    - Luke Gibbs is New Business Manager at Mission Creative in Dubuque, Iowa.