The pandemic success of the Kony 2012 video has rekindled the debate over slacktivism. Does sharing a link or updating a Facebook status count as active participation in a movement?
It does if you think of it as the first step on the engagement ladder. As Clay Shirky famously points out in Here Comes Everybody, there used to be no way to share silly mermaid parade photos, but now it's so easy, they get shared quite readily.
The trick, then, is to take that click, that first sign of interest, and find ways to build on it.
At our upcoming webinar, "Up the Leadership Ladder: Taking Activists from Online to Offline Action and the Tools You Need to Track Them", Sarah Alexander from Food & Water Watch will share ways online activists can actually be moved to take action offline.
- How to transform online engagement into offline action
- The best ways to make your program scalable through technology
- How to develop an integrated campaign plan for managing supporter involvement
Think what you will about the content of the Kony video, it's hard to argue with its success as a marketing vehicle. Now we'll see if they had a strategy in place to deal with the increased exposure – and if the real world impact is positive or negative.