Blink. You read Reddit, right? Have you never noticed that every time there's an outrageous story, everyone on Reddit bands together and does something about it? Dusty the cat? The ReMax debacle? That woman who got her cruise cancelled and the Redditors sent enough to get her a new one? Also, http://www.cracked.com/article_17170_8-awesome-cases-internet-vigilantism.html . This is pretty impressive. If I'd, say, put a big poster up in a school about Dusty the Cat or ReMax, I doubt the students would have been able to mount half as coherent or overwhelming a response as the Internet did.
And Anonymous versus Scientology was pretty impressive too.
All of these have some things in common. They're responses to a single outrageous incident, they're things that the mainstream media doesn't cover, and they don't take a huge time commitment to solve. So there is a big difference between them and, say, fighting world hunger.
But what I gather from these examples is that anonymity and the bystander effect do not suddenly change the incentive structure for people online. Possibly the best known Internet action-taking campaign ever was the anti-Scientology one perpetrated by...Anonymous.
I would suggest we shift our inquiries in the direction of why the Internet is so good at Dusty the Cat style operations and so bad at end world hunger style operations. I think it probably has to do with the way people use the Internet itself: short attention spans and novelty-seeking.
On the other hand, the Internet can pull through for people long-term: witness Howard Dean, Barack Obama, Ron Paul, and "netroots". So maybe it has more to do with the fragmented nature of the Internet. Reddit is a natural place for Ron Paul fans to get together and organize Ron Paul related things, but there are lots of fragmented communities and none of them is specifically focused on world hunger. Nor would a sudden interest in solving world hunger on one community's part spread to another.
I don't know. Don't have a specific answer. Just think we need to shift direction away from "Why is the Internet so bad at this?" because it isn't
Yesterday I convered the bystander effect, aka bystander apathy: given a fixed problem situation, a group of bystanders is actually less likely to act than a single bystander. The standard explanation for this result is in terms of pluralistic ignorance (if it's not clear whether the situation is an emergency, each person tries to look calm while darting their eyes at the other bystanders, and sees other people looking calm) and diffusion of responsibility (everyone hopes that someone else will be first to act; being part of a crowd diminishes the individual pressure to the point where no one acts).
Which may be a symptom of our hunter-gatherer coordination mechanisms being defeated by modern conditions. You didn't usually form task-forces with strangers back in the ancestral environment; it was mostly people you knew. And in fact, when all the subjects know each other, the bystander effect diminishes.
So I know this is an amazing and revolutionary observation, and I hope that I don't kill any readers outright from shock by saying this: but people seem to have a hard time reacting constructively to problems encountered over the Internet.
Perhaps because our innate coordination instincts are not tuned for:
Etcetera. I don't have a brilliant solution to this problem. But it's the sort of thing that I would wish for potential dot-com cofounders to ponder explicitly, rather than wondering how to throw sheep on Facebook. (Yes, I'm looking at you, Hacker News.) There are online activism web apps, but they tend to be along the lines of sign this petition! yay, you signed something! rather than How can we counteract the bystander effect, restore motivation, and work with native group-coordination instincts, over the Internet?
Some of the things that come to mind:
But mostly I just hand you an open, unsolved problem: make it possible / easier for groups of strangers to coalesce into an effective task force over the Internet, in defiance of the usual failure modes and the default reasons why this is a non-ancestral problem. Think of that old statistic about Wikipedia representing 1/2,000 of the time spent in the US alone on watching television. There's quite a lot of fuel out there, if there were only such a thing as an effective engine...