6th annual social media and law conference — hashtag activism

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exponential activism 6 th Annual Social Media and Law Conference June 7, 2016 Boyd Neil | H+K Strategies

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exponential activism

6th Annual Social Media and Law ConferenceJune 7, 2016Boyd Neil | H+K Strategies

CHANGE

Its real

#BlackLivesMatter#ICantBreathe#EricGarner#MikeBrown#HandsUpDontShoot#Ferguson#OccupyWallStreet#IceBucketChallenge

We Are All Khaled Said15-M|Los Indignados (Became a viable political party (Podemos)

Change.orgAvvaz.orgWhitehouse.gov (We the People)

Works in politics . . .

USC Price School of Public Policy 2016

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More than 83% of Americans said following a candidate, political party or issue on social media has made them want to vote for a specific candidate.Evenbrite | Ipsos study February 2016

Dont just use it as a sharing/broadcasting tool5

Works for whales . . .

Feb 2016 . . . Hvalur announced plans to cancel its summerhunt of endangered fin whales but because of endless obstacles relating to Japans regulatory standards, its director, Kristjan Loftsson, decided to call the whole thing off. The result of an extensive campaign by wildlife organizations and the Avvaz community, including a petition with a million + signatures.

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Works for candies . . .

In February 2016, the President and CEO of Mars, Incorporated said: Our consumers are the boss and we hear them. If its the right thing to do for them, its the right thing to do for Mars. and agreed to remove artificial dyes from its products including M&Ms7

Works for boats . . .

The Kitsilano Coast Guard base was closed in 2013 by the Tories . . . After public outcry including 11,000 signatures, and support from local municipal politicians, in part as a result of public support the bas was reopen two months ago.8

Works for women . . .

In 2013, the feminist activist Caroline Criado-Perez started a petition on change.org calling for the Bank of England to reconsider the decision to replace Elizabeth Fry with Winston Churchill on the five-pound note, which left no women, other than the queen, featured on UK bank notes. 35,000 signatures on the petition, extensive support on Twitter for Criado-Perez (and a Twitter mobilization for a demonstration )resulted in the Bank (Mark Carney) announcing a change of plan and the image of Jane Austen will appear on the ten-pound note in 20179

Works for ketchup . . .

Taste + worker solidarity

Twitter solidarity

Loblaws listens

POWER

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Political Turbulence, Magretts, John, Hale and Yasseri, 2016

Tiny acts of political participation . . . Interactions on social media including downloading, sharing, viewing, following, retweeting can scale to become major political or social mobilization 16

Political Turbulence, Magretts, John, Hale and Yasseri, 2016

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SLACKTIVISM

Slacktivism is supposed to be about weak|feel good ties

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But feel good ties can become action ties (network effects)

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Slacktivism is a consequence of poor organization

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MOBILIZATION

Variables driving exponential activism** Political Turbulence, Magretts, John, Hale and Yasseri, 2016

CORE IDEA #1By providing real time information about what other people are doing, social media affect the perceived viability of political mobilizations and hence the potential benefits of joining, thereby altering the incentives of individuals to participatePolitical Turbulence: How Social Media Shape Collective Action (2016) Margetts, John, Hale, Yasseri

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CORE IDEA #2Social media environments allow other people to know what we are doing by making us visible.Political Turbulence: How Social Media Shape Collective Action (2016) Margetts, John, Hale, Yasseri

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Variables driving exponential activism

CORE IDEA #3(P)eople have different thresholds for joining mobilizations in terms of the number of other participants they require before they themselves will join in.Political Turbulence: How Social Media Shape Collective Action (2016) Margetts, John, Hale, Yasseri

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Variables driving exponential activism

CORE IDEA #4If the distribution of thresholds is what matters for a mobilization, then . . . What is needed is a number of starters, people with low thresholds for starting and joining a mobilization and who are good at dissemination . . ..Political Turbulence: How Social Media Shape Collective Action (2016) Margetts, John, Hale, Yasseri

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CORE IDEA #5Some personality types are more influenced by social information and visibility.Political Turbulence: How Social Media Shape Collective Action (2016) Margetts, John, Hale, Yasseri

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ORGANIZING

Effective organizing

Make action choices obvious and easyIdentify local network leaders (starters) and empower them to self-organize Create a (truthful) feeling of participation momentumGive people online and offline connection and action opportunitiesCreate content that rocks

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RESPONDING

Exponential activism

Take social web mobilization seriouslyWatch for evidence of social turbulence about your product, company, executives, policiesLook for evidence of relative speed of mobilizationMomentum in early stages is crucial to successAsk yourself if individuals can make a difference if engaged

The extent to which weak ties are getting involved is a good measure of speed of mobilization friend of a friend; retweet of the retweet of a tweet.34

Exponential activism (cont.) Is there a reasonable expectation a common goal can be achieved?Analyze starters to determine if mobilization thresholds can be reachedAre they serial complainersAre they serial campaignersDetermine if non-traditional leaders are emerging early in the mobilization

Personality types of leaders extroversion and internal locus of control35

Image sources

Ryan McGuire @ http://gratisography.com/

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Boyd [email protected]

Dont just use it as a sharing/broadcasting tool38