Does your organization have any slacktivists? Individuals who do the minimum to support an issue or cause, usually done with little effort aside from signing an internet petition, retweeting or changing an avatar photo to show support of a cause.
A few examples:
- PBS News Hour reported on “Why Facebook went red and pink for same-sex marriage.”
- Comedian Patton Oswalt’s Facebook post about the Boston Marathon bombing had 275,000 likes and more than 200,000 shares in less than 24 hours.
Slacktivists are perceived as having little value. UNICEF-Sweden recently ran a campaign that said: “Like us on Facebook and we will vaccinate zero children against polio.”
I’m sure your organization has many. I’m one of them.
However, there are also those who argue slacktivists are helping. Issue awareness is the first step and having your social campaign gain momentum and potentially go viral does have power in the real world. There is even data suggesting slacktivists are more active than non-slacktivists in the real world.
As a self-proclaimed slacktivist, I can count on one hand the number of organizations that have directly asked for my help. And guess what? I happily accepted.
How can I get the most from my slackivists?
- Tweet users who use your hashtag and ask them to spread the word, volunteer or donate.
- Provide compelling content for slacktivists to post on Facebook.
- Tweet @ a user after a donation or purchase connected to your organization.
- Analyze the traffic on your social networks to determine where your “slacktivists” are most engaged and optimize your communication strategy.