Social networking has done more to enable advocacy than the internet itself. Six or seven years ago advocating was done online straight from the organization and typically through sending an online petition or sending emails to your current list of donors. Now, Social networking has allowed non-profit organizations to decentralize their communication and shift from just sending the message out from the organization to having their message sent out to the masses directly from their advocates. Social media tools allow organizations to tap into their advocate’s natural desire to share with others as well as foster the trusted peer to peer communication on a large scale. And, now it isn’t just a one way conversation. Organizations can listen to the conversations. And, by listening you can begin to hear how people are talking about your cause and begin to send customized messaging to different segments of people.