TIME AND TIME AGAIN
THE CHALLENGE OF MAINTAINING SUPPORT AFTER THE FAD HAS FADED
THE CHALLENGE OF MAINTAINING SUPPORT AFTER THE FAD HAS FADED
Though "slacktivism" poses a very real threat to the world of online advocacy, inspiring action is not the only obstacle faced by social media advocates. Even in cases where users do take tangible action on an issue, "keeping the flame alive" (as Chao Guo and Gregory D. Saxton of the University of Pennsylvania and University of Buffalo, respectively, call it) is the next step. Although certainly helpful, a one-time influx of donations is often not enough for organizations to operate on. Maintaining support after the initial social media craze is the other half of the battle.
A recent New York Times article on the ALS Ice Bucket Challenge discusses organizations' attempts to revitalize their successes for follow-up rounds of user action. Keeping followers engaged, however, is not so easy. One might argue that simplicity enables easy engagement. Campaigns that are short, sweet, and to the point grab user attention. But simple, catchy campaigns tend to fizzle out once issues become too complicated for the average viewer.
Malcolm Gladwell captures the contradiction, "The platforms of social media are built around weak ties." Though the ties between organizations and online supporters are weak, they are, nonetheless, ties. Gladwell continues, "Social networks are effective at increasing participation—by lessening the level of motivation that participation requires." Launching low-risk campaigns with small demands from participants will not likely continue to turn in significant funds in the long run. However, a
few campaigns have already found a way around the law of lessening returns. As mentioned in The Drum, a modern marketing magazine, The Kids Company's "Make It Stop" campaign is designed to maintain support by strengthening the weak ties Gladwell describes. After viewing a 7-second Vine of a suffering child, viewers can donate, and, in return, are shown a video of the same child in significantly improved conditions. The intention is to inspire a feeling of worth and accomplishment in the donor, highlighting the value of individual action and strengthening his relationship with the cause for future involvement.
Recent changes to sites like Twitter and Facebook, such as the introduction of Facebook's "ebola button," as reported by the BBC, may prove instrumental in maintaining support. The personalized button, situated atop the Facebook homepage, along with new applications like Soldsie and Chirpify, allow users to connect bank or Paypal information to their social media accounts. This development, along with others, takes advantage of the immediacy that social media so effectively offers, and provides an example of counter-slacktivism, "keeping the flame alive," and generating results that are of significant use to organizations currently attempting to solve real issues. Perhaps such efforts will prove effective and provide a method of stimulating continuous user engagement for future support.
Image courtesy of bbc.co.uk
A recent New York Times article on the ALS Ice Bucket Challenge discusses organizations' attempts to revitalize their successes for follow-up rounds of user action. Keeping followers engaged, however, is not so easy. One might argue that simplicity enables easy engagement. Campaigns that are short, sweet, and to the point grab user attention. But simple, catchy campaigns tend to fizzle out once issues become too complicated for the average viewer.
Malcolm Gladwell captures the contradiction, "The platforms of social media are built around weak ties." Though the ties between organizations and online supporters are weak, they are, nonetheless, ties. Gladwell continues, "Social networks are effective at increasing participation—by lessening the level of motivation that participation requires." Launching low-risk campaigns with small demands from participants will not likely continue to turn in significant funds in the long run. However, a
few campaigns have already found a way around the law of lessening returns. As mentioned in The Drum, a modern marketing magazine, The Kids Company's "Make It Stop" campaign is designed to maintain support by strengthening the weak ties Gladwell describes. After viewing a 7-second Vine of a suffering child, viewers can donate, and, in return, are shown a video of the same child in significantly improved conditions. The intention is to inspire a feeling of worth and accomplishment in the donor, highlighting the value of individual action and strengthening his relationship with the cause for future involvement.
Recent changes to sites like Twitter and Facebook, such as the introduction of Facebook's "ebola button," as reported by the BBC, may prove instrumental in maintaining support. The personalized button, situated atop the Facebook homepage, along with new applications like Soldsie and Chirpify, allow users to connect bank or Paypal information to their social media accounts. This development, along with others, takes advantage of the immediacy that social media so effectively offers, and provides an example of counter-slacktivism, "keeping the flame alive," and generating results that are of significant use to organizations currently attempting to solve real issues. Perhaps such efforts will prove effective and provide a method of stimulating continuous user engagement for future support.
Image courtesy of bbc.co.uk