This chapter is about how the concept of partial organization can contribute to our understanding of the specificity of organizing collective action through social media. Empirically, it is a story about how a small group of activists via Facebook could raise 9 million Swedish crowns (around 900 000 Euros) in just over a week to a private bank account, and also about the ensuing challenges involved in allocating the funds and packing and distributing the tons of clothes and other items they collected. Theoretically, we want to propose that the undecided order of a social media initiative may hold sufficient power to initiate it, but it may become too strenuous to manage in the long run without legitimate authority. In turn, pressures to incorporate standardized practices of membership, leadership, and monitoring may risk the very basis of the large-scale engagement that the partialness of the social media initiative has enabled.

Although the question whether organisation obstructs or supports social movement claims and mobilisation has long been debated, it is undeniable that some level of organisation exists in even the most radically horizontal social movements. Relatively little attention has been paid, however, to how movements operate in dealing with the tensions associated with the question of organisation, that is, how they seek to be effective in decision-making while maintaining or advancing inclusivity and participation. This chapter presents an analysis of the organising efforts of a timebank. With a particular focus on the production of organisation, we illustrate how a group vested on the idea of horizontal, non-hierarchical collective action is dealing with the coordination and decision-making challenges they meet over time.