Following recent discussions in SCM on
online communication, just came across this interesting paper by Roman Gerodimus from Bournemouth Uni in the UK:
The paper lists a set of criteria for the “ideal
online mobilization campaign” and features case studies of campaigns on livestock
transport, animal welfare.
Some of the points here may be useful for
• campaign work SCM wants to do in the future
• efforts to promote SCM to current
students.
Each of the following points is expanded on in the paper
The “ideal online mobilization campaign”
- is relevant to people’s everyday life
- combines macro-social change with microsocial benefits
- creates an ongoing narrative
- reinforces a consistent message
- sets clear and feasible objectives
- puts emphasis on results
- provides citizens with the tools to make a difference
- maximizes the audience
- invests in attractive and accessible design
- (still) depends on the ‘old’ mass media
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