3. CAMPAIGNS
Bottom up (Initiated by the public)
• Grassroot campaigns
• Campaigns by organizations / groups
Top down (Initiated by politicians)
• Election campaigns
• Campaigns to get support for a cause
5. INTERRELATIONSSHI
P
No social media campaign lives its own life!
The interrelationship of traditional media and social media
Result is often upward spiral
6. BLOG PROJECT
Municipal elections 2007
Context: Revitalization of democracy through directly elected
mayors
Vestfold county: 5 municipalities was selected as
participants
32 candidates for five mayor positions
8. BLOG PROJECT
31 out of 32 candidates used blogs
395 articles during the pre-election period
153 comments from readers (strict rules!)
4261 unique IP addresses
75000 page accesses to individual blogs
25000 page accesses to summaries
13. SET MARIA AMELIE
FREE
The case of Maria Amelie, 25 years old
Illegal immigrant
Came to Norway when 15 years old
Finished her M.Sc. Degree in Norway
Expelled by the Norwegian Government
16. SET MARIA AMELIE
FREE
She was sent back to Russia,
But government was pressured into changing the rules
She is now arranging documents to get ready for applying for
a work permit in Norway.
Gave a lot of focus on how illegal immigrants are treated
17. OBSERVATIONS
Background information, fact finding
Real time updates
• «She is now put in the police car»
• «Watch TV2 now»
Mobilization for other activities
• Demonstrations
• Amnesty online campaign
• Recurring
New phenomen: Like, comment, unlike
Upward spiral effect