Professor Wang discusses the genesis and implementation of a civic media project that she conceptualized and launched in China in May 2009. The project, titled NGO2.0, is a social experiment that introduces Web 2.0 thinking and social media tools to the grassroots NGOs in the underdeveloped regions of China. How has new media complicated social action and civic engagement? What are the evolving stakes for social change proponents? How are change agents coping with governmental intervention in a country where social media is held suspect? Professor Wang speculates on the emergence of a new field of inquiry — social media action research — while sharing insights and findings about her involvement in shaping an NGO 2.0 culture in China.