Clicks or commitment: activism in the age of social media

Abstract

Purpose

The paper aims to discuss recent attempts at creating metrics on this issue and examine some historical precedents. What kinds of social activism in the social media generate real commitment or behavior change and which simply pile up likes and shares? This essay discusses recent attempts at creating metrics on this issue and examines some historical precedents.

Design/methodology/approach

We compare modern activism with such historical figures as prohibitionist Carrie Nation and birth control advocate Margaret Sanger.

Findings

Our analysis suggests that identifying what makes a social campaign successful in changing behavior may be more difficult than it, at first, appears.

Originality/value

The essay suggests some new approaches to what makes social media activism successful.

Citation

Buell Hirsch, P. (2014), "Clicks or commitment: activism in the age of social media", Journal of Business Strategy, Vol. 35 No. 5, pp. 55-58. https://doi.org/10.1108/JBS-07-2014-0086