As my good friend, Michael Brito, SVP Edelman, stated in an interaction yesterday, “So many people are open to “like”, “share” and “comment” for social issues and it makes sense. Things like this play on our emotions. But how many of us actually put our money where our mouths is and help change the world. Very few.”
UNICEF is currently running a brilliant Facebook campaign that focuses on the inaction that is often observed in the social media campaigns.
It delightfully pokes at the online media phenomenon, “Slacktivism”.
Slacktivism (sometimes slactivism or slackervism) is a portmanteau of the words slacker and activism. The word is usually considered a pejorative term that describes “feel-good” measures, in support of an issue or social cause, that have little or no practical effect other than to make the person doing it feel some amount of satisfaction. The acts tend to require minimal personal effort from the slacktivist. The underlying assumption being promoted by the term is that these low cost efforts substitute for more substantive actions rather than supplementing them. (Source: Wikipedia)
Malcom Gladwell, in his Oct 2010 New Yorker article, argued that it is not right to compare social media “revolutions” with actual activism that challenges the status quo ante. He argued that today’s social media campaigns can’t compare with activism that takes place on the ground.
You cannot not ‘like’ this one.