CHANGE AGENTS ACTING VIRAL.

In a world of technology, of fast access to almost any kind of information and, virtually, to anyone, one may say that change is an easy thing to do... Yet, if we take a closer look to the struggle that some organizations are doing in order to generate change we'll observe that in this new environment of high competition for resources the necessity of generating high level of trust and a viral spread of your message is vital in order to succeed. In an era of technology that is empowering the well connected ones (Zinnbauer, 2007), just a good cause and good work are not enough anymore. This article is a case study about the use of social networks, especially online social-networks, by one of the largest philanthropic organization in the world in order to generate trust, greater awareness and bigger founds for their humanitarian: their fighting to eradicate poliomyelitis in the world. [ABSTRACT FROM AUTHOR]