The paper aims to discuss recent attempts at creating metrics on this issue and examine some historical precedents. What kinds of social activism in the social media generate real commitment or behavior change and which simply pile up likes and shares? This essay discusses recent attempts at creating metrics on this issue and examines some historical precedents.
We compare modern activism with such historical figures as prohibitionist Carrie Nation and birth control advocate Margaret Sanger.
Our analysis suggests that identifying what makes a social campaign successful in changing behavior may be more difficult than it, at first, appears.
The essay suggests some new approaches to what makes social media activism successful.
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