The study, published in the journal "Social Media + Society," analyzed 20 digital activism campaigns from around the world, and found that those that were most successful were able to achieve real-world change.
"Digital activism has become an increasingly important tool for social change in recent years, but there has been little research on what makes these campaigns effective," said study co-author Mark R. Marino, PhD, associate professor of sociology at UB. "Our study helps to fill this gap by identifying some of the key factors that contribute to successful digital activism campaigns."
The researchers found that the most effective digital activism campaigns:
* Combined online and offline tactics: Campaigns that used a mix of online and offline tactics, such as social media, email, petitions, rallies, and protests, were more successful than those that relied solely on online tactics.
* Involved a variety of stakeholders: Campaigns that involved a variety of stakeholders, including individuals, organizations, and government agencies, were more successful than those that were led by a single individual or organization.
* Used a variety of communication channels: Campaigns that used a variety of communication channels, such as social media, email, websites, and print media, were more successful than those that relied solely on one or two channels.
* Focused on specific goals: Campaigns that focused on specific, achievable goals were more successful than those that had more general goals.
* Were persistent: Campaigns that were persistent and kept up the pressure for change were more successful than those that fizzled out.
"Our findings suggest that digital activism is most effective when it is used as a complementary strategy to traditional forms of activism, and when it involves a broad coalition of stakeholders," Marino said. "Digital activism can be a powerful tool for social change, but it is important to use it strategically in order to achieve the greatest impact."
The researchers hope that their findings will help activists to design and implement more effective digital activism campaigns in the future.
"Digital activism has the potential to be a major force for good in the world," Marino said. "By understanding the factors that contribute to successful digital activism campaigns, we can help to make this potential a reality."
