Clicktivism
Clicks count! Photo via kalw.org
71% go online to discuss what’s on their minds [1]
Among millennials
Photo via falequin (Flickr)
American’s aged 18 and older spend an average of
One hour per day on the Internet and at least another hour with apps [1]
Photo via Lel4nds (Flickr)
Social Media thrives on engagement and conversation
To gain visibility, An organization needs to be where the action is [1,2]
Photo via mkhmarke=ng (Flickr)
Clicktivism | [klik-tuh-viz-uh m]
[noun] 1. the use of information communication
technologies, such as social media, to promote, support, and advance worthy causes.
2. Clicktivism can include a range of activates such as organizing protests and signing petitions. [3,4, 5]
Photo via frits ahlefeldt-‐laurvig (Flickr)
Many critics have condemned Clicktivists, instead calling them Slacktivists. [6]
Critics of Clicktivism believe: Photo via petesimon (Flickr)
1. Getting involved online merely creates the impression of support for an organization [1]
Photo via mindful342 (Flickr)
2. All the “likes”, “tweets”, and “shares” generated by online activists are “feel-good measures” that do not
yield results [7] Photo via Jason A. Howie (Flickr)
3. That Clicktivists are lazy and actually degrade “the very nature of activism” [8] - meg Wagner
Photo via Bill (Flickr)
in order to create greater change offline [1]
But in fact, a number of organizations have found ways to operate effectively online
Photo via OC Always (Flickr)
So why does Clicktivism work? [9]
Photo via an untrained eye (Flickr)
Part of Clicktivism’s success is due to
the ease with which individuals can initially get involved
and share their cause with friends [10]
Photo via got credit (Flickr)
Social media allows organizations and activists to raise awareness on a larger scale
and reach an audience they might not have touched offline [5,7]
Photo via oggin (Flickr)
But in order to make digital engagement meaningful
online presence must be leveraged so that online activism is tied to specific offline action and outcomes [6]
Photo via Cali (Flickr)
“A successful activist utilizes both virtual and real-life tools to spread the message” [8]
- Meg Wagner
Photo via 3eCheval (Flickr)
The ALS Ice Bucket Challenge
For example:
Photo via dragonbandphotos (Flickr)
The point of the challenge: To raise awareness and money for ALS
by creating funny, shareable videos of individuals pouring buckets of ice water on themselves
Photo via globalpanorama(Flickr)
The ice bucket challenge is a true example of a successful, viral, online and offline campaign.
The challenge raised 800% over what was raised in the same period of time during the pervious year
Photo via ksayer11 (Flickr)
So, how can online campaigns be successful?
Photo via photosteve10 (Flickr)
1. Present the campaign message from an online perspective.
- Adapt your message so that it translates properly online, where people function differently than they do offline
- Make sure your message can become a catalyst for conversation [2]
Photo via successonline.com.au
2. Be witty to engage viewers!
- Social media has the ability to allow multiple narratives to occur at the same time.
- If you’re message can engage many, you will reach a larger audience [2]
Photo via teachsxxxi.blogspot.com
3. Expose you’re campaign and decentralize social networking
- Run your campaign on many different websites in order to create multiple points of contact [2]
Photo via siliconstaffing,co
- Create a relationship with social media. - Be sure to connect your online mission to offline action in order to generate change in the real world! [2]
4. Create a sustainable operation
Photo via gorge.net.au
Clicktivism can “make the world, the one beyond the keyboard, a better place”
- David Carr Photo via TwiPer Icon 9a (Flickr)
Work Cited: 1. Carr, D. (2012, March 25). Hashtag Activism, and Its Limits. Retrieved June 5, 2015, from http://www.nytimes.com/2012/03/26/business/media/hashtag-activism-and-its-limits.html 2. Adhikari, A. (2012, April 5). How charities can use social media for digital campaigning. Retrieved June 5, 2015, from http://www.theguardian.com/voluntary-sector-network/2012/apr/05/charities-social-media-digital-campaigning 3. Sharma, R. (2014, August 20). Stop Pouring Ice on Clicktivism. Retrieved June 5, 2015, from http://www.huffingtonpost.com/ritusharma/stop-pouring-ice-on-click_b_5692555.html 4. What is clicktivism? (n.d.). Retrieved June 5, 2015, from http://www.clicktivist.org/what-is-clicktivism/ 5. Kielburger, C., & Kielburger, M. (2015, April 10). A click is not enough to have impact on world. Retrieved June 5, 2015, from http://cnews.canoe.com/CNEWS/World/2015/04/10/22337541.html 6. Faw, L. (2012, October 23). Are Millennials Lazy Or Avant-Garde Social Activists? Retrieved June 5, 2015, from http://www.forbes.com/sites/larissafaw/2012/10/23/are-millennials-lazy-or-avant-garde-social-activists/ 7. Moore, G. (2012, May 3). When clicking counts: In defense of slacktivism and clicktivism. Retrieved June 5, 2015, from http://www.one.org/us/2012/05/03/when-clicking-counts-in-defense-of-slacktivism-and-clicktivism/ 8. Wagner, M. (2013, September 25). Why 'Clicktivism' Isn't a Dirty Word. Retrieved June 5, 2015, from http://mashable.com/2013/09/25/clickivism/ 9. Carr, D. (2012, March 25). Hashtag Activism, and Its Limits. Retrieved June 5, 2015, from http://www.nytimes.com/2012/03/26/business/media/hashtag-activism-and-its-limits.html 10. Kingsley, P. (2011, July 20). Avaaz: Activism or 'slacktivism'? Retrieved June 5, 2015, from http://www.theguardian.com/world/2011/jul/20/avaaz-activism-slactivism-clicktivism