Making Digital Activism Work
Make Digital Activism Work:
Advice from a Social Media Manager
by: J.S. Stansel
For the past five years I’ve worked as a social media manager in both higher education and government. The institutions I worked for all at one point faced crisis, controversy, and protests. As a social media manager it was my job to post on behalf of these organizations, monitor conversations around the issues, and make recommendations on how to respond based upon the reactions I was witnessing. I have learned a lot about how those in power see social media and react to it when the conversation turns critical of them.
In order to become more effective digital activists, I thought it would be helpful to share what I’ve learned about how communities and individuals can better make their voices heard through social media.
This list is by no means complete, but these are a few lessons I have learned over the years. I will continue to update this page as my thoughts continue and I receive suggestions. I have also avoided making references to specific crises I’ve dealt with in my professional career as a social media manager. Additionally, I’ve kept this advice intentionally vague as far as issues and types of protest they might help. It is my hope that this document can help protesters today, but also remain useful for many years to come, therefore I am intentionally non-specific about current issues.
Organization Social Media Accounts Are Run by Real People
Remember as you Tweet to government agencies and brands on social media that there is a real person behind the account. They are likely overworked and underpaid. It is also very likely they may even agree with the protesters and want to help. However, social media managers don’t have decision making power, they can not create the sweeping changes that may be called for. But, they can get your message in front of the right people.
Additionally, while it is important to be vocal about how you feel about an issue, remember that the person behind the organization’s social media account may be an ally. Treat them as such until proven otherwise.
Report Bad Behavior
While social networks are reluctant to remove content even when it violates terms of service, don’t let that stop you from reporting bad actors on social media. Often they will respond to volume, so the more people reporting, the more likely they are to react. Additionally, screencap offensive posts the moment you see them in case they are deleted by the original poster.
Unite behind a unique hashtag
While it may be difficult try to rally your community behind a single hashtag. Hashtags are most effective when a large number of people use a single one. For example, if some people use #RiseUp and other use #RiseUp2020, your message will be diluted and less likely to trend. Try to get behind one hashtag and stick to it!
Tag local media, public officials, blogs, and stakeholders (start small and filter up!)
Major figures and media outlets are unlikely to pay attention to individual messages on Twitter. In fact, Twitter provides verified accounts with a quality filter that only shows them messages from other verified accounts or messages that have received a high level of engagement.
So start small. @CNN might not see your tweet, but your local news channel might. Your governor is unlikely to pay attention to what you say on social media, but your local mayor or members of your city council are much more likely to. Start small and let it filter up from there.
Live Tweet events (always be Tweeting)
Seriously, if it’s not on social media, it didn’t happen. If you are at a protest, consider live tweeting what is happening. Include photos and videos. Don’t wait until you get home to post. Do it there. Also, be sure you do it in a way that’s public. If your social accounts are set to private, consider opening them up during this time.
If you fear doxing or retaliation, create an anonymous account
Those in power are likely to ignore social posts from anonymous accounts, but they can still add to the volume of the message. If you fear that speaking out might cause you to face retaliation however, you can still make an impact with an anonymous account.
Don’t Spread Misinformation
Practice good digital literacy, before you share any information, be sure it is accurate. Take a few moments to make sure it comes from a reliable source, use resources like Google Reverse Image Search, and Snopes. If you see misinformation, do your part to correct it.
Don’t forget email!
I’ve been told by multiple people in high level positions that they value email far more than social media. I’ve been told on many occasions that “Anyone can fire off a tweet, but I prefer to listen to those who take the time to email.” While I completely disagree with this way of thinking, that’s how a lot of people in high level positions feel. So, take the time to email your public officials as well as message them on social media. Social media can take your message to the masses, but in some cases email might be a better direct line to who you want to speak to. Don’t sleep on it.