Does Online Activism Translate to Offline Action?

Ask around and people will tell you social media used for social good has the ability to make a positive impact on the world. We can easily like, retweet, share, repost, and even change our online profile picture to help spread the word about issues we feel need attention.

Regardless of the people group or cause which keeps me awake at night, regardless of where I live, regardless of the time I have to contribute, regardless of my education, I have the ability to get involved. I have the power and ability to click.

It is estimated that 98% of nonprofits have a Facebook page, and with approximately 500 million tweets sent out a day, there are legions of people waiting to read the next 140-word nugget of truth. Nonprofits are embracing Pinterest, and since Instagram is officially the fastest gowing social media platform, more organizations are using it to share. Plus, one can’t ignore the contests and awards set-up to determine the best social media for social good campaigns of the year.

But does online activism transfer to offline action? Are we taking digital activism beyond the screen? One recent study found the majority of people who “like” a page on Facebook rarely follow-up their like with a donation or further engagement.

Look, if you make a Facebook page we will “like” it—it’s the least we can do. But it’s also the most we can do. ~Seth Meyers, Weekend Update, Saturday Night Live, September 22, 2012

Another study suggests the increased online presence of nonprofits has done little more than create a generation of “slacktivists” who will engage in token displays of support for a cause but aren’t likely to engage in meaningful contributions and real-life activities for the cause.

Take for example Invisible Children’s Kony Campaign (you remember the war criminal, Joseph Kony). In 2012, the Make Kony Famous Campaign video had more views than any other YouTube video. Bracelets were sold. Posters were put up. Kony action kits were available. However, despite having over 3.5 million people pledge to act locally in protest of Kony, only a tiny number of supporters actually showed up to the in-person events.

And all of this worries me. I am that worried despite an endless amount of online opportunities to learn about others, that we missing out on loving others. I’m worried that when we donate a photo or create a rainbow loom bracelet for another, we feel good, but we miss out on the human aspect of serving others.

I’m worried that even though we may understand human trafficking more, we understand holding hands less. I’m worried that while raising awareness about a cause is important, awareness should be the starting line and not the end of the race.

Anyway, this was bothering me. All of it. Activism, slacktivism, loving people in the digital world, the whole doggone thing.

And so I reached out and asked others what they thought. Meet this month’s experts, click on their names, check out their online homes, find out what causes are important to them.

Ask the Expert

Here’s the question: Hundreds of social media campaigns related to social justice issues happen daily. In your opinion, are these campaigns an effective way to get people engaged with a cause or just cool content to like or retweet? Have you ever participated (beyond the screen) in a campaign, movement, or event you first learned about via social media?

Kristin Demery

On one hand, it bothers me that folks feel they’ve actually accomplished something through armchair activism, clicking a button but never going further. However, there have been numerous times that campaigns or articles have caught my attention in such a way that I’ve later returned — things like putting together backpacks for foster care kids through The Forgotten Initiative and joining the Bucket Brigade to fulfill requests from terminally-ill adults, for instance. Despite my reservations, I think social media can be a catalyst for awareness and, eventually, change.

Lisa Van Engen

I follow Nicholas Kristof and Sheryl WuDunn, a husband/wife journalist team, on social media.  Through their work I was able to be involved in the launches of two documentary films, Girl Rising and A Path Appears, based on their books. About Proximity hosted Girl Rising in a Holland Theater, welcoming two hundred guests. Through social media, I have been able to introduce many people to the work of organizations around the world supporting women and girls.

Dawn Boyer

Campaigns provide an opportunity for people to connect heart desire and intentional blessing in an opportune way even in this quickly scanning social society. If the goal is to get the message out, then the effectiveness of the campaign is successful and any extra involvement is a bonus and sometimes that is all we need to push us to jump in with both feet.

Raewyn Smith

I’m undecided on the effectiveness because some campaigns raised a ton of awareness and others are more of a fad. Alicia Keys’ Buy Life campaign was done very well, and raised money, while the ALS Ice Bucket Challenge seemed more like a fad, with less awareness – though I don’t believe that was the fault of the creators, just the way virality occasionally works.

Stasia Skelton

 Not long ago, I read some blog posts that basically said all of this social media buzz just isn’t effective, that people are not actually doing anything. Even though they are in part right, these posts made me a little sad. Before there is a major change there must be awareness. For example, a few years ago almost no one talked about human trafficking, but now it is at the forefront of many people’s minds and hearts, and where people’s hearts are their time and checkbook follow. It may take time, and I have no specific research to back it up, but I guarantee there are more efforts and funds going to rescue people from human trafficking than there were ten years ago. It all started with awareness. So is everyone that retweets and posts and hashtags going to give their time and resources? No, but ultimately progress is being made.

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Your turn. I’d love to hear about online campaigns you have participated in. I want to know what you think about slacktivism. I’d like to hear about the nonprofits you engage with online.