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>> we use social media to get the word out but anti-social media. we're using social media to organize people socially and get them to actually meet each other face to face. >> the small grassroots campaign quickly took root. andrew set up a website instructing people how to start a cash mob and similar scenes played out throughout the country. caroline, the owner of the variety matter in new york describes the experience. >> it was just absolutely amazing. they were hoping for 40 people. we had over 100 people. three of us behind the counter, you know, quickly running people up and bagging th...

>> i bought local wine in a local liquor store. that also supports the commune. >> the method for selecting a small business to be cash mobbed is simple. >> first off they need to be locally owned and independently operated and secondly they need to give back to the community. i think the second part is something you can't fake. you can't say i'm going to start sponsoring a team, bring a cash mob to my business so i can do this. we generally look for people who have a longstanding commitment to their communities. >> afterwards, andrew encourages the cash mob participants to hang out at a local...

Objective of spending $20. >> today i bought a pair of flip-flops and a bottle of wine. >> this is a cash mob. >> it doesn't require you to come out and spend a fortune, you come out, see what this is like and you can't help but buy and enjoy. >> hey, come on in. >> igniting the cash mob movement in cleveland, hey high is a young lawyer named andrew, who has a passion for meeting new peop$e and supporting local small businesses. >> the slogan on our blog is we each do a lot, we all do a lot. if each person gives $20 to the store, 20 people would give them $400 and also get something back in re...

To show up in a local cleveland neighborhood with $20 to spend at a small business. >> it's one of the ironies about cash mobs that we use social media to get the word out but we're almost anti-social media. we're using social media to organize people socially. and get them to actually meet each other face to face. >> the small grass roots campaign quickly took route. andrew set up a website instructing people on how to start a cash mob and similar scenes started playing out all over the country with local organizers selecting the stores and getting the word out to the community. carolyn holtz...