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This chapter examines how groups' tactical selection shapes social movement mobilization and survival. I focus on 35 Indivisible groups founded in 10 American cities immediately after the 2017 Women's March. I analyze the descriptions of over 8,000 events on group Facebook pages from 2017–2019 and conduct 25 interviews with group members. These data allow me to assess how the type, diversity, and flexibility of tactics shape group mobilization and survival. I find that groups that use more protest and electoral tactics and those that use a diversity of tactics host more events and are more likely to survive over time. Being consistent in tactics was successful when groups used political tactics, particularly protest and electoral activities. Groups that engaged in a variety of tactics could also be successful, particularly in smaller and more conservative settings. This research illuminates the complex and situational ways that tactical choices matter for social movement longevity.

Social movement organizations are concerned and cognizant of their public image and typically need to maintain positive public perception to gain and sustain support. White supremacist organizations believe that they are highly stigmatized, reviled, and surveilled groups and go to great lengths to protect their desired self-representation. Through a qualitative analysis of close to 2 million Discord chat messages from white supremacist organizations, I find that white nationalist groups attempt to cater their public appearances through three primary axes: organizational, activism, and individual/membership. This chapter uses concepts from Goffmanian sociology, such as Stigma, Impression Management, and Frontstage/Backstage, to highlight how political movements discuss, argue, and debate the public image they wish to deploy. Studies on right-wing movements tend to be “externalist” in the sense that they look at publicly available documents which privilege the views of leadership. This chapter uses a dataset which delves into the social movement “backstage,” enabling us to view white supremacists' private conversations, their impression management strategies, and how they wish to appear on the “frontstage.”