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Digital Activism Strategy

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Digital Activism Strategy

  1. 1. Digital Activism Strategy Mary Joyce | Oslo, Norway | October, 2011 Images: Ushahidi, Pro Publica Technorati, The Guardian
  2. 2. 5 Strategic Decisions of Digital Activism Message Audience Action Goal What will motivate The people (targets What needs to What the the audience to and allies) that need happen for the organization take the action to take that action organization to wants to achieve its goal achieve Specific Measurable Achievable Realistic Timely
  3. 3. 5 Strategic Decisions of Digital Activism Media choices come at the end. They can only be made after all other elements of the communications Media strategy are in place. The most effective Message medium for transmitting the message to the Audience audience Action Goal
  4. 4. Types of Audiences You influence Target Sometimes you can Audience influence the target directly e nc ue infl infl ue nc e Sometimes you need to mobilize Ally allies to help you. Audience
  5. 5. How to Make Media Choices Attention Access Best Media Choice Email? Tweet? TV Spot? In-Person Meeting? Poster?

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