The past few years have seen a lot of disparaging commentary about “hashtag activism.” After all, critics say, what good does a tweet do for a starving person? What does a great Instagram shot provide for the homeless? Tragedy doesn’t wait for somebody to hit the “share” button.
That’s all true. Social media can’t do much to serve a cause all on its own. However, in a time when our society is increasingly apathetic and jaded, we are also hungrier than ever for change. We want to make an impact. We just don’t know where to start. Social media can be the catalyst so many of us are looking for.
The key is that titular adjective, “social.” Social media. Meaning, interactive. Person-to-person. An appeal to another’s humanity. People use these platforms to feel connected — to friends, family, peers, colleagues. Even celebrities. We are desperate to feel that we have a place in the world alongside the people we love and admire. Social media is, therefore, the perfect space in which to educate, motivate, inspire, and recruit people for a cause. Where many organizations go wrong, when the result is truly just the sharing of a hashtag and nothing else, is in that first initial step. They contact, when they should instead take the opportunity to connect.
Feeding America, for example, could easily send out messages requesting donations: “Hey, people are hungry and we want to feed them. Send some money? Drop some canned corn in a box for us?” A noble initiative — but that’s not the kind of call to action that will convert an overtired, overwhelmed, cynical citizen of the modern world into an ambassador for change. It probably won’t even get them to hand over that can of corn. It’s just a contact. A hard ask with very little humanity attached. So what does Feeding America do instead?
They post images like this. The reasoning behind the post is the same: People are hungry. We want to feed them. But the presentation drives home a point to the audience: How would you feel if you couldn’t get medicine because you can’t afford both health care and groceries? It shows the real day-to-day effects that food insecurity and poverty have on real people. It tells a story. And even better, it uses a strong, simple visual to convey its message. It connects.
Here’s a solid rule of thumb: If it doesn’t provide value to your audience, you shouldn’t post it. Spamming viewers with unwanted “look at me!” content is the quickest way to get unfollowed. So when people are kind enough to invite you onto their news feeds, be sure you don’t take the responsibility lightly. Give them something worth looking at. Think about why they chose to follow you in the first place, and provide materials that feed that interest. The Trevor Project is a great example:
They don’t just publicize the efforts of their organization. They know that their audience signed up because they care about LGBTQ rights. Therefore, the Facebook page serves up content like “5 Things You Should Know About Trans People” — a quick, shareable infographic that addresses personal experiences. It informs and garners support for their cause without being demanding. It directs people to the Trevor Project’s website and social channels, thereby encouraging deeper involvement.
Social media has a major role to play in the future of activism. It is, after all, primarily a forum for sharing ideas and stories. What could be a better starting point for the social movements of our time?
In the ‘60s, Martin Luther King, Jr. told stories through the mediums available to him. (Think about his tale of fatherly hope, delivered to an audience from the steps of the Lincoln Memorial. Or the autobiographical account of his own arrest and imprisonment, told in a letter from Birmingham Jail.) These narratives inspired action that led to huge reforms across the nation. The changes that resulted were not simply products of their time. The civil rights movement of the ‘60s was sustained by its storytellers — skilled storytellers, who knew that contacting potential supporters was not enough. They connected.
The audience in attendance at the Lincoln Memorial for Dr. King’s “I Have a Dream” speech was comprised of approximately 250,000 people. Today, Facebook has over a billion active users. The opportunity to connect is greater than ever.
So tell your story, and tell it well. The response might surprise you.