Abstract
Social media has emerged as a powerful communication channel to promote actions and raise social awareness. Initiatives through social media are being driven by NGOs to increase the scope and effectiveness of their campaigns. In this paper, we describe the #DaTactic2 campaign, which is both an offline and online initiative supported by Oxfam Intermón devised to gather activists and NGOs practitioners and create awareness on the importance of the 2014 European Parliament election. We provide details regarding the background of the campaign, as well as the objectives, the strategies that have been implemented and an empirical evaluation of its performance through an analysis of the impact on Twitter. Our findings show the effectiveness of bringing together relevant actors in an offline event and the high value of creating multimedia content in order to increase the scope and virality of the campaign.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Preview
Unable to display preview. Download preview PDF.
References
Bastian, M., Heymann, S., Jacomy, M., et al.: Gephi: an open source software for exploring and manipulating networks. ICWSM 8, 361–362 (2009)
Bennett, W.L., Segerberg, A.: The logic of connective action: Digital media and the personalization of contentious politics. Information, Communication & Society 15(5), 739–768 (2012)
Rieder, B.: Studying facebook via data extraction: the Netvizz application. In: Proceedings of the 5th Annual ACM Web Science Conference, pp. 346–355. ACM (May 2013)
Blondel, V.D., Guillaume, J.-L., Lambiotte, R., Lefebvre, E.: Fast unfolding of communities in large networks. Journal of Statistical Mechanics: Theory and Experiment 2008(10), P10008 (2008)
Castells, M.: Networks of outrage and hope: Social movements in the internet age. John Wiley & Sons (2013)
González-Bailón, S., Borge-Holthoefer, J., Rivero, A., Moreno, Y.: The dynamics of protest recruitment through an online network. Scientific reports, 1 (2011)
Howard, P.N., Duffy, A., Freelon, D., Hussain, M., Mari, W., Mazaid, M.: Opening closed regimes: what was the role of social media during the arab spring? (2011)
Khondker, H.H.: Role of the new media in the arab spring. Globalizations 8(5), 675–679 (2011)
Lotan, G., Graeff, E., Ananny, M., Gaffney, D., Pearce, I., et al.: The arab spring—the revolutions were tweeted: Information flows during the 2011 tunisian and egyptian revolutions. International Journal of Communication 5, 31 (2011)
Martin, S., Brown, W.M., Klavans, R., Boyack, K.W.: Openord: An open-source toolbox for large graph layout. In: IS&T/SPIE Electronic Imaging, pp. 786806–786806. International Society for Optics and Photonics (2011)
Morozov, E.: The net delusion: The dark side of Internet freedom. PublicAffairs (2012)
Rogers, R.: Digital methods. MIT Press (2013)
Toret, J., Calleja, A., Marín, Ó., Aragón, P., Aguilera, M., Lumbreras, A.: Tecnopolítica: la potencia de las multitudes conectadas. el sistema red 15m, un nuevo paradigma de la política distribuida. IN3 Working Paper Series (2013)
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2015 Springer International Publishing Switzerland
About this paper
Cite this paper
Aragón, P., Sauliere, S., Díez Escudero, R., Abellán, A. (2015). DaTactic, Data with Tactics: Description and Evaluation of a New Format of Online Campaigning for NGOs. In: Aiello, L., McFarland, D. (eds) Social Informatics. SocInfo 2014. Lecture Notes in Computer Science(), vol 8852. Springer, Cham. https://doi.org/10.1007/978-3-319-15168-7_6
Download citation
DOI: https://doi.org/10.1007/978-3-319-15168-7_6
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-15167-0
Online ISBN: 978-3-319-15168-7
eBook Packages: Computer ScienceComputer Science (R0)