003. Leveraging Social Media for Meaningful Social Change
How to Effectively Use Social Media for Meaningful Social Change
In a world increasingly interconnected through social media, the power to shape narratives and drive social change has never been more accessible. This episode of the podcast was inspired by my sister, an "accidental influencer" who video-called me the other day, torn between the emotional turmoil of seeing the Palestine conflict and the responsibility to use her platform for good. Our conversation sets the stage for a broader discussion on the complexities of using social media as a tool for social change, and as a researcher in the field of communication and social change, I wanted to share my top tips for effectively leveraging social media as a tool for change.
The Complexity of Social Media "Activism"
It's easy for us to post on social media and fall into the trap of "slacktivism," where individuals believe that a simple social media post equates to meaningful contribution.
There is a Desmond Tutu quote often shared on social media during times of injustice, that emphasises the importance of not remaining neutral in situations of injustice... “if you are neutral in situations of injustice, you have chosen the side of the oppressor.” What people often neglect is the second half of that quote... "if an elephant has its foot on the tail of a mouse, and you say that you are neutral, the mouse will not appreciate your neutrality.” We equate silence on social media to neutrality, when neutrality in this context is really based on the assumption that our voice will make a difference to the oppressed.
We need to think more critically about the impact of our online actions. Social media holds the potential to contribute to social change by influencing and changing people's perspectives, raising awareness and mobilising support, but only if we do so careful.
Guidelines for Effective Social Media Activism
Set Clear Intentions: Only post or share content with a clear goal or intention. Don't just post because you feel pressured or because you want people to think you care. Have a clear goal in mind, like educating and informing people, sharing different perspectives on the issue, mobilising support, or encouraging real-world action.
Amplify Voices: Unless you are in a position where your voice will add value to the conversation, avoid adding to the noise. Instead, use your platform to amplify the voices of experts on the topic, or those with lived experience. This approach ensures that the focus remains on the cause rather than the people advocating for it.
Storytelling Over Facts and Figures: While facts and figures are great way communicate urgency about pressing global issues, and to help quantify the scope or depth of a challenge, evolution has wired our brains to be more receptive to storytelling; stories are, in their simplest form, a connection of cause and effect patterns, and this is how humans think. Use stories to move people and drive them to take action.
Separate Oppressive Systems from People: By focusing on changing systems rather than demonising individuals, the approach becomes more conducive to fostering lasting change. Make it clear that you don’t care what side of the political spectrum people fall on— what you’re opposed to are violations of human rights, injustice, or inequality. It is absolutely possible for someone to align with either side of the political spectrum or a conflict, and be concerned with humanitarianism and human rights.
Mindful Consumption and Posting: It's important to engage in global issues, but be mindful of your media consumption. If the information becomes overwhelming, taking a break is encouraged to maintain mental well-being.
Frameworks for Constructive Conversations
Outrage, Hope, Action Framework: This three-step framework guides individuals in presenting information in a way that maintains a solutions-focused approach. It encourages content creators to start with an attention-grabbing outrage, followed by instilling hope, and concluding with a call to action.
Outrage
A motivator or way to overcome fear
Eg: How do you feel about... What do you think about... Are you concerned about...
Hope
A reason to come on board
Eg: Do you think its important to try and change the situation? Do you agree it would make a difference if....
Action
A step in the right direction
A concrete commitment, no matter how small
Eg: Will you do this... Join me in taking action...
Explore, Equalise, Elevate Framework: This framework is designed for handling objections during conversations. It encourages individuals to explore the objections by asking questions, equalise by empathising and understanding, and elevate by posing questions that may lead to a shift in perspective
Explore:
Listen to the objection
Use Questions to identify what the real concern/issue is
This will clarify for the supporter/potential supporter what their own concern is.
Equalise:
Acknowledge the person’s concern/feelings- “I understand why you’d feel that way”, “I understand why you would think that”
Build rapport by empathising
This step aims to reduce the person’s hostility
Elevate:
Continue to pose questions that allow the person to review and change their position
Help identify an alternative viewpoint
Assist them to change their attitude and get a commitment to do something
This step shifts the potential supporter to a different way of thinking about the issue.
Listen to the full episode:
In a world in which social media is embedded into our everyday lives, we can't afford to not use social media to drive intentional change, and that's why we must do so in a way that avoids slacktivism and only further adds to the noise online.
Click here to read the episode transcript.