Social networking sites are now the medium of choice for many social justice groups and individuals who want to harness the tides of social change. Capitalizing on the networks around us is an effective way to get things done, whether it be recruiting volunteers or raising awareness on an important cause. Yet the relationship between social networking online and social change in the real world deserves to be more closely observed.
The popularity of social networking apparatuses such as Facebook, Twitter, LinkedIn and blogs simply reflects a need in modern society. Within our often fractured, disparate society we retain a need for connection and community. But just how well do social networking sites work as vehicles for social change?
In many ways, social networking sites are very well designed tools to help social justice organizations achieve their goals on the Internet. These sites can be a great platform in which to connect people, exchange ideas and share resources. What’s more, they are constantly evolving and adapting to their users. It comes as no surprise that social networking is already very popular among organizations trying to raise money, increase membership or promote their activities.
Yet for all that social networking can do to help bring about social change, it may be less a science and more an art. Although anybody can start a social networking site, it’s only as effective as how he/she uses it. The most successful websites have a distinct identity that distinguishes them from the pack and a clear set of principles behind their operations.
Controlling their brand and message can be a challenge, as websites can’t always control how people may appropriate their content, or if user-generated material runs counter to the site’s policies. Managing its message and image is crucial for any networking site because building a well-defined identity is the key to attracting a wide membership base.
On the security end, social networking sites are often inadequately defended against cyber attacks by individuals and groups with their own agendas. Twitter and Facebook were both disrupted in early August after a hacker targeted the accounts of a Georgian blogger who posted criticism of Russia’s conduct during its conflict with Georgia over South Ossetia in 2008.
Ironically, even though social justice groups can use networking sites to advance human rights causes and international ideals, the Internet is not a domain where many of those principles (such as freedom of expression) can be enforced. Servers can shut down a social networking site if they feel its content damages their ability to attract revenue from advertisers.
Users of social networking sites should also remember that these sites are not neutral platforms, but businesses with vested interests in the transfer of information. Just this July, Facebook was found by Canada’s Privacy Commissioner to have violated privacy laws in collecting users’ information for advertising purposes and disclosing that information to third parties.
