SlideShare a Scribd company logo
Social media for
social good
[1] photo retrieved from Unsplash
[2] photo retrieved from Unsplash
“Many organizations and non-profits are using
electronic momentum to spread the word about their
causes.” 3
“Social media are pervasive, free, and have the potential to create
disproportionate effects compared to the initial investment … “ 4
[3] photo retrieved from Unsplash
One of the greatest strengths of social media use for activism is that it
effectively raises international awareness on an unprecedented scale 5.
[4] photo retrieved from Unsplash
According to a 2009 study by Sherp et al.,
web traffic spikes in the aftermath of natural disasters -
evidencing the importance of social media as a news resource 9.
[5] photo retrieved from Unsplash
Since 2010, text message donations have become a
powerful force of relief in disaster aftermath 6.
[6] photo retrieved from Unsplash
A 2010 Pew study found:
2/3 of text donors were female,
2/3 of text donors were white,
and they were more likely to use their
phones to perform other simple tasks 10.
[7] photo retrieved from Unsplash
In 2010, 43 M was raised for Haiti earthquake
relief via text message alone 6.
[8] photo retrieved from Unsplash
After a flood in 2013, the Toronto Humane Society raised over
$1000 in 24 hours through text donations 14.
[9] photo retrieved from Unsplash
Facebook is the most effective
for fundraising 2.
[10] photo retrieved from Unsplash
The top 3 cancer charities in the UK use Facebook
as a primary means of fundraising –
because it “humanizes the brand” 8.
[11] photo retrieved from Unsplash
In spite of its success, social media advocacy
raises several significant concerns…
[12] photo retrieved from Unsplash
Slacktivism:
“Action performed via the Internet in support of a political or social cause
but regarded as requiring little time or involvement.” 1
[13] photo retrieved from Unsplash
Clicktivism:
“the use of digital media for facilitating social change and activism.” 7
[14] photo retrieved from Unsplash
Slacktivism’s main
critique is that it
focuses more
on making
the participant
feel satisfied
with their
contribution
than achieving
the stated social
goal 12.
[15] photo retrieved from Unsplash
However, this easy access to activism does not necessarily
equate to effective political participation.
[16] photo retrieved from Unsplash
Researchers such as Matthew Hindman at Princeton University have
expressed concern that online political activism, in particular, is
inefficacious when it comes down to actual social progress 13.
[17] photo retrieved from Unsplash
A 2013 that explored the connection between exposure to online
activism and subsequent civic action with unexpected results 14 …
[18] photo retrieved from Unsplash
Individuals in the study were exposed to an online petition.
Those who signed the petition were more likely to donate financially to
a similar charity.
Those who did not sign the petition gave significantly higher amounts to
completely unrelated charities when given the chance 14.
[19] photo retrieved from Unsplash
Digital activism, like any form of awareness, may be used in
effective or ineffective ways.
[20] photo retrieved from Unsplash
The distinction
is ours to make.
References
1. “Slacktivism”. Oxford English Dictionary,
<https://en.oxforddictionaries.com/definition/slacktivism>
2. Matrix, Sidneyeye. Module 4: Social Good [AdobeSlides, Slide 8].
3. Matrix, Sidneyeye. Module 4: Social Good [AdobeSlides, Slide 1].
4. Bresciani, S., and Schmeil, A. Social media platforms for social good. Institute for Media
and Communications Management and Institute for Public Communication. 2013.
5. Mielburger, C., and Kielburger M. Global Voices: ‘Liking’ must be followed up with real
world Clicktivisaction. Times Colonist. 2015.
6. Matrix, Sidneyeye. Module 4: Social Good [AdobeSlides, Slide 4].
7. ”Clicktivism”. 2017, <clicktivism.org>.
8. Lucas, E. Reinventing the rattlign tin: How UK charities use Facebook in fundraising.
International Journal of Nonprofit and Voluntary Sector Marketing. 2017.
9. Christensen, H. Political activities on the Internet: Slacktivism or political participation by
other means? First Monday. 2011.
10. Matrix, Sidneyeye. Module 4: Social Good [AdobeSlides, Slide 1].
11. Morozov, E. The brave new world of slacktivism. Foreign Policy. 2009.
12. Hindman, M. The Myth of Digital Democracy. Princeton University Press. October 27,
2008. pp. 30-31.
13. Matrix, Sidneyeye. Module 4: Social Good [AdobeSlides, Slide 12].
14. Lee, Y-H., and Hsieh, G. Does slacktivism hurt activism?: the ffects of moral balancing
and consistency in online activism. ACM Digital Library. 2010.
Photo references
[1] https://unsplash.com/search/africa?photo=zf9_yiAekJs
[2] https://unsplash.com/search/phone?photo=qoMRNOfZD5s
[3] https://unsplash.com/search/ripple?photo=rXVFCA3fQ4I
[4] https://unsplash.com/search/earth?photo=Q1p7bh3SHj8
[5] https://unsplash.com/search/disaster?photo=_whs7FPfkwQ
[6] https://unsplash.com/search/text-phone?photo=BjhUu6BpUZA
[7] https://unsplash.com/search/text?photo=VkMH9BvNVRY
[8] https://unsplash.com/search/rubble?photo=afq5-t0ZGtQ
[9] https://unsplash.com/search/cats?photo=WcK1XYr7PBs
[10]https://unsplash.com/search/facebook?photo=DfMMzzi3rmg
[11] https://unsplash.com/search/doctor?photo=IGj7OjaTpx0
[12] https://unsplash.com/search/stop?photo=iC2imdhnPac
[13] https://unsplash.com/search/text?photo=BaMHwcH2RUk
[14]] https://unsplash.com/search/politics?photo=nlmq5jC9Slo
[15] https://unsplash.com/search/politics?photo=nlmq5jC9Slo
[16] https://unsplash.com/search/protest?photo=nlmq5jC9Slo
[17] https://unsplash.com/search/riot?photo=g57utvvnOlg
[18] https://unsplash.com/photos/OCrPJce6GPk_https
[19] https://unsplash.com/photos/IFh4o-U-BGg
[20] http://unsplash.com/photos/loAgTdeDcIU

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Social for social good

  • 1. Social media for social good [1] photo retrieved from Unsplash
  • 2. [2] photo retrieved from Unsplash “Many organizations and non-profits are using electronic momentum to spread the word about their causes.” 3
  • 3. “Social media are pervasive, free, and have the potential to create disproportionate effects compared to the initial investment … “ 4 [3] photo retrieved from Unsplash
  • 4. One of the greatest strengths of social media use for activism is that it effectively raises international awareness on an unprecedented scale 5. [4] photo retrieved from Unsplash
  • 5. According to a 2009 study by Sherp et al., web traffic spikes in the aftermath of natural disasters - evidencing the importance of social media as a news resource 9. [5] photo retrieved from Unsplash
  • 6. Since 2010, text message donations have become a powerful force of relief in disaster aftermath 6. [6] photo retrieved from Unsplash
  • 7. A 2010 Pew study found: 2/3 of text donors were female, 2/3 of text donors were white, and they were more likely to use their phones to perform other simple tasks 10. [7] photo retrieved from Unsplash
  • 8. In 2010, 43 M was raised for Haiti earthquake relief via text message alone 6. [8] photo retrieved from Unsplash
  • 9. After a flood in 2013, the Toronto Humane Society raised over $1000 in 24 hours through text donations 14. [9] photo retrieved from Unsplash
  • 10. Facebook is the most effective for fundraising 2. [10] photo retrieved from Unsplash
  • 11. The top 3 cancer charities in the UK use Facebook as a primary means of fundraising – because it “humanizes the brand” 8. [11] photo retrieved from Unsplash
  • 12. In spite of its success, social media advocacy raises several significant concerns… [12] photo retrieved from Unsplash
  • 13. Slacktivism: “Action performed via the Internet in support of a political or social cause but regarded as requiring little time or involvement.” 1 [13] photo retrieved from Unsplash
  • 14. Clicktivism: “the use of digital media for facilitating social change and activism.” 7 [14] photo retrieved from Unsplash
  • 15. Slacktivism’s main critique is that it focuses more on making the participant feel satisfied with their contribution than achieving the stated social goal 12. [15] photo retrieved from Unsplash
  • 16. However, this easy access to activism does not necessarily equate to effective political participation. [16] photo retrieved from Unsplash
  • 17. Researchers such as Matthew Hindman at Princeton University have expressed concern that online political activism, in particular, is inefficacious when it comes down to actual social progress 13. [17] photo retrieved from Unsplash
  • 18. A 2013 that explored the connection between exposure to online activism and subsequent civic action with unexpected results 14 … [18] photo retrieved from Unsplash
  • 19. Individuals in the study were exposed to an online petition. Those who signed the petition were more likely to donate financially to a similar charity. Those who did not sign the petition gave significantly higher amounts to completely unrelated charities when given the chance 14. [19] photo retrieved from Unsplash
  • 20. Digital activism, like any form of awareness, may be used in effective or ineffective ways. [20] photo retrieved from Unsplash The distinction is ours to make.
  • 21. References 1. “Slacktivism”. Oxford English Dictionary, <https://en.oxforddictionaries.com/definition/slacktivism> 2. Matrix, Sidneyeye. Module 4: Social Good [AdobeSlides, Slide 8]. 3. Matrix, Sidneyeye. Module 4: Social Good [AdobeSlides, Slide 1]. 4. Bresciani, S., and Schmeil, A. Social media platforms for social good. Institute for Media and Communications Management and Institute for Public Communication. 2013. 5. Mielburger, C., and Kielburger M. Global Voices: ‘Liking’ must be followed up with real world Clicktivisaction. Times Colonist. 2015. 6. Matrix, Sidneyeye. Module 4: Social Good [AdobeSlides, Slide 4]. 7. ”Clicktivism”. 2017, <clicktivism.org>. 8. Lucas, E. Reinventing the rattlign tin: How UK charities use Facebook in fundraising. International Journal of Nonprofit and Voluntary Sector Marketing. 2017. 9. Christensen, H. Political activities on the Internet: Slacktivism or political participation by other means? First Monday. 2011. 10. Matrix, Sidneyeye. Module 4: Social Good [AdobeSlides, Slide 1]. 11. Morozov, E. The brave new world of slacktivism. Foreign Policy. 2009. 12. Hindman, M. The Myth of Digital Democracy. Princeton University Press. October 27, 2008. pp. 30-31. 13. Matrix, Sidneyeye. Module 4: Social Good [AdobeSlides, Slide 12]. 14. Lee, Y-H., and Hsieh, G. Does slacktivism hurt activism?: the ffects of moral balancing and consistency in online activism. ACM Digital Library. 2010.
  • 22. Photo references [1] https://unsplash.com/search/africa?photo=zf9_yiAekJs [2] https://unsplash.com/search/phone?photo=qoMRNOfZD5s [3] https://unsplash.com/search/ripple?photo=rXVFCA3fQ4I [4] https://unsplash.com/search/earth?photo=Q1p7bh3SHj8 [5] https://unsplash.com/search/disaster?photo=_whs7FPfkwQ [6] https://unsplash.com/search/text-phone?photo=BjhUu6BpUZA [7] https://unsplash.com/search/text?photo=VkMH9BvNVRY [8] https://unsplash.com/search/rubble?photo=afq5-t0ZGtQ [9] https://unsplash.com/search/cats?photo=WcK1XYr7PBs [10]https://unsplash.com/search/facebook?photo=DfMMzzi3rmg [11] https://unsplash.com/search/doctor?photo=IGj7OjaTpx0 [12] https://unsplash.com/search/stop?photo=iC2imdhnPac [13] https://unsplash.com/search/text?photo=BaMHwcH2RUk [14]] https://unsplash.com/search/politics?photo=nlmq5jC9Slo [15] https://unsplash.com/search/politics?photo=nlmq5jC9Slo [16] https://unsplash.com/search/protest?photo=nlmq5jC9Slo [17] https://unsplash.com/search/riot?photo=g57utvvnOlg [18] https://unsplash.com/photos/OCrPJce6GPk_https [19] https://unsplash.com/photos/IFh4o-U-BGg [20] http://unsplash.com/photos/loAgTdeDcIU