Digital activism campaigns tend to be more successful when waged against government rather than business authorities. There have been many activist campaigns against corporations, but they don’t seem to have succeeded as well as those that had governments for a target, Howard said.
Effective digital activism employs a number of social media tools. Tweeting alone is less successful, Howard said, and no single tool in the study had a clear relationship with campaign success.
Governments still tend to lag behind activist movements in the use and mastery of new social media tools. They sometimes use the same tools, Howard said, but it’s always months after others have tried them.
Technologist and entrepreneur, Ed specialises in social collaboration systems. His work has included building risk analysis services for the insurance industry, and from 2005 to 2010 he developed an SMS alert system which quickly grew into a full emergency management service for London local authorities and blue-lights.