Beyond the Hashtag: How Social Media is Redefining Modern Activism
By Lexi Javorsky
The media has always been a key component in activist movements. For instance, the Federalist Papers played a crucial role in shaping public opinion during the early years of the United States, promoting the ratification of the Constitution by presenting arguments for a strong central government. In a similar fashion, Rev. Martin Luther King Jr.'s televised 'I Have a Dream' speech, delivered during the 1963 March on Washington, became a defining moment in the Civil Rights Movement, inspiring countless individuals to join the fight for racial equality. As we progress in this digital age, we see this even more with the presence of social media.
Social media has dramatically changed the way movements start. People are now able to amplify their voices at the touch of their fingertips. According to Pew research, nearly half of all social media users have been politically active on social media in the past year. This includes partaking in activities such as changing profile pictures in support of a cause, using hashtags, taking part in or encouraging others to be a part of a group that shares an interest in an issue and looking up information about rallies or protests in their area (Bestvater).
Why is it important?
Social media is the easiest and most basic way to become involved with a cause. It can be as small as reposting an infographic or as complex as organizing a rally; social media is a tool that people can use to amplify their voices and speak out on issues that they care about. Studies show that four-in-ten social media users say that using social media is very or somewhat important to them when it comes to finding others who share their views about important issues (Bestvater). Using social media gives voices to individuals who are not as easily heard in other spaces. It allows groups to come together and raise awareness for causes they are passionate about. Additionally, social media puts ideas on the global stage. In a single post, messages can be shared with millions of people from all around the world. This brings recognition to movements in ways that have never been done before. It also holds people, especially those in positions of prominence and power, accountable as their poor actions are now able to be displayed all over the internet for the public to see. Overall, the main importance is that people can use social media as a public forum to express their ideas and are more easily able to advocate for and cause change that creates a better and more inclusive world to live in.
Present Day Examples
Detailed below are recent social advocacy campaigns that started on social media resulted in actual progressive change.
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The Black Lives Matter movement gained far-reaching traction after a video was posted online of a police brutality incident resulting in the murder of George Flyod in 2020
Between May 26 and June 7, 2020 the #BlackLivesMatter hashtag was used 48 million times
TikTok reported that there were 12 billion views for the #BlackLivesMatter hashtag
Twitter set the record for most active online users in June 2020 (40 million), regarding the incident.
(Source: University of Sussex)
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The Me Too Movement was started to bring together sexual assault survivors and create spaces for others to speak on their experiences
The term #MeToo went viral on social media
Facebook reported that within 24 hours of the initial post, 4.7 million people globally used the #MeToo hashtag
X (formerly Twitter) reported that over 1.7 million tweets included the hashtag from users in 85 countries.
By October 2018, researchers reported that the hashtag had been used over 19 million times.
(Source: University of Sussex)
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Leading up to the US supreme court decision that legalized same sex marriage, the Human Rights Campagin developed the hashtag #LoveWins.
After the decision was made in 2015, the hashtag was shared on social media where users were encouraged to share their support of the decision and raise awareness to same-sex relationships
The hashtag was extremely successful
The original HRC post received 97,592,956 impressions on Facebook
7 million tweets
1.4 million posts on Instagram
Used by multiple celebrities including Barack Obama, Hillary Clinton, and Taylor Swift.
(Source: The Ohio State University)
What This Means for Social Media and Digital Marketing
As social media becomes an integral part of the average person’s daily life it makes sense that it is reaching into the activism sector. With the popularity and success of recent campaigns, social media is likely to be the future of social and political movements. As marketers and professionals it is incredibly important that target audience insight is taken into account. It is important to vocally support causes that align to your company’s values as it shows your audience that you are in touch with your ideals. As brands with large platforms, it can be helpful to provide helpful resources and uplift voices that support a cause to outreach to audiences. By effectively utilizing social media platforms, brands can not only strengthen the connection to their audiences but also play an important role in driving impactful change and amplifying important voices in today's digital age.
References
Bestvater, Samuel, et al. “Americans’ Views of and Experiences with Activism on Social Media.” Pew Research Center, 29 June 2023, www.pewresearch.org/internet/2023/06/29/americans-views-of-and-experiences-with-activism-on-social-media/.
“Digital Activism | Office of Diversity, Equity, and Inclusion.” Cfaesdei.osu.edu, 2024, cfaesdei.osu.edu/resources/digital-activism.
University of Sussex. “Is Digital Activism Effective? | University of Sussex.” University of Sussex - Study Online, 22 June 2022, study-online.sussex.ac.uk/news-and-events/social-media-and-campaigning-is-digital-activism-effective/.