digital activism strategy
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Images: Ushahidi, Pro Publica Technorati, The Guardian
Digital Activism StrategyMary Joyce | Oslo, Norway | October, 2011
Action
What needs to happen for the organization to achieve its goal
AudienceMessage
The people (targets and allies) that need to take that action
What will motivate the audience to take the action
Goal
What the organization
wants to achieve
SpecificMeasurableAchievableRealisticTimely
5 Strategic Decisions of Digital Activism
Action
Audience
Message
Goal
Media
The most effective medium for
transmitting the message to the
audience
Media choices come at the end. They can only be made after all other
elements of the communications strategy are in place.
5 Strategic Decisions of Digital Activism
TargetAudienceYou
Sometimes you can influence the target
directly
Types of Audiences
AllyAudience
Sometimes you need to mobilize allies to help you.
influence
influence
influence
AccessAttention
Best Media Choice
How to Make Media Choices
Email? Tweet? TV Spot? In-Person Meeting? Poster?
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