Frozen Pea Fund

The buzz about the Frozen Pea Fund continues in the blogosphere, and jumped into the mainstream press with a recent article in the Washington Post. The fund is also being considered as a case study in social media marketing and community-driven fund-raising. The story resonates with young PR practitioners because of its reliance on online means of communication through social networks, and especially through Twitter.

Michael Allison (@michaelallison), a Canadian grad student pursing a master’s degree in communications and a part-time marketing assistant, recently presented the Frozen Pea Fund as a case study to a group of PR peers.

“Twitter acts as a sort of stream of consciousness between groups of asymmetrically reciprocal followers,” Michael said. “I think it can be argued that Twitter, or similar critically-massed application, is valuable and can convey meaning to communities that can affect real-world change.”