Louise McClean
Social media is a commonplace tool of modern communications. As it becomes increasingly pervasive in our personal lives, it is also becoming an intrinsic part of the way organisations operate to promote and foster support. The implications of this phenomenon for advocacy operations are substantial; often a not-for-profit organisation is characterised by its heavy reliance on the goodwill of the community to support the cause. Social media and networking have become vital tools, imperative to their business strategies as a cost effective way mustering a diversity of support. I will discuss some of the social theories which influence the way people respond to in social media and advocacy. I will then apply it to the Invisible Children case study, a youth oriented organisation dedicated to the North Ugandan children’s plight.
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