Digital Activism Need Not Be Dismissed

Back in September there began on the social web a controversy about how effective the social web itself is in activism. Malcolm Gladwell touched off the latest installment in this argument with an article in The New Yorker. Since then there has been much written about this issue. Simply Google “Malcolm Gladwell” and “digital activism” and you’ll receive more reading sources than you will probably know what to do with.

Malcolm’s position, in a nutshell, was that the social web did not help progress activism. However, I recently read an article on the Greenpeace blog which made a succinct case against Malcolm’s position.

An Answer to Critics of Online Activism,” written by a Greenpeace blogger known only as JulietteH, the article relates her tale of how her journey into activism and now employment with Greenpeace, began with reading a single post on a Greenpeace blog about five years ago.

Now, certainly this focus group of one does not make a logical, compelling case for countering the argument that the social web is ruining activism. But if we consider that logic often does not apply in activism, then perhaps we can get an entirely different perspective on the social web’s importance to activism.

Climate Activists Using Social Media

In a PBS.org article titled “How Climate Activists Are Warming to Social Media,” the reader gets a very good overview of some of the ways activists are using social media. The article is by no means comprehensive, and some of the material is repetitive of past well-known events. However for anyone interested in the social media tactics of activists, the article can provide a good basis of knowledge.

Danone Fights Digital Slurs in an Interesting Way

In Argentina, Danone countered online slurs against their brand, Actimel (which is known as DanActive in the United States), in an interesting way. Instead of simply and only refuting those slurs, which they did, in addition Danone decided to demonstrate how elusive truth can be in the virtual environment, showing that what you read online isn’t always true.

A recent Ad Age article, titled “Danone Fights Damaging Viral Slurs in Argentina,” detailed various email rumors which denigrated the Actimel brand. According to the article, the company responded with some of the traditional tactics such as responding to each slur found on various Web sites. The company even went a step further by making a TV commercial which addressed the online attack. But the company went very much further when it decided to demonstrate how everything online shouldn’t be believed. To do so, it set up a site called Creador de Rumores (Creator of Rumors). (The site, assembled by digital shop Sinus, appears to be no longer active. Venturing to the site redirects one to the site of the digital shop.)

Per the Ad Age article, visitors to the site could create and start rumors about themselves. Visitors chose from a pre-selected list of rumors such as winning the lottery or going on tour with a British rock band. The Ad Age article doesn’t provide any information on how well Danone made its point about the ease of virtual rumor mongering and if that point was absorbed by the general public, but the article did report that in the first month of the campaign (which per the article I believe was February 2010) over 40,000 people visited the site and initiated about 100,000 rumors.

Certainly this is a novel way to tackle the problem of online activism based in falsehood and it’s a tactic that can be added to the irregular competition playbook. But like any tactic, it’s one that should not be applied in isolation.

Fanning the Flames of Anti-Corporatism?

Anti-corporatism is a necessary condition to the success of anti-corporate digital activism. The reason is self-evident. And last Friday, April 16, 2010, the U.S. federal government added some heat to the flames of anti-corporatism.

Whether or not the fraud charges filed by the U.S. Securities & Exchange Commission (SEC) against Goldman Sachs have any merit is immaterial to the issue I’m presenting here. Because the issue I’m presenting here is not the guilt or innocence of that corporation in the matter about to be adjudicated or, more likely, negotiated. The issue that I’m presenting here is that of government-generated anti-corporatism, designed for political reasons.

The announcement of this charge, at this time, can appear to be a politically-motivated and opportunistic tactic. The SEC has, according to the Wall Street Journal, been working on this case for 18 months and just now, days before the U.S. Senate takes up debate on a financial reform bill, decides to announce its charges against Goldman Sachs. This timing seems just a little too coincidental to me.

But coincidental or not, in passing any financial reform, the government must attempt to feed the flames of anti-corporatism. Not doing so would not help their case to pass such legislation. And with a recent Pew Research Center survey saying that only 22% of Americans trust their federal government, the people on Capitol Hill will need any help they can get in progressing their less-than-business-friendly agendas.

Announcing the Goldman Sachs charges at any time will certainly contribute to anti-corporate sentiment. But by doing so now, in conjunction with the opening of a legislative debate on financial reform, this action would seem to be more effective in generating anti-corporate sentiment than waiting for a time when Congress is debating, say, some overarching foreign policy issue, unrelated to business.

What does this mean for corporations in general? Well, many things. But from the perspective of this blog, that of analyzing “irregular competitors,” it means that currently corporations will need to be even more on guard for instances of digital activism against their brands and company. NGOs and activists will recognize that now is a time of “hotter than normal” anti-corporatism. They may see this current event as an “opportunity” and adjust plans for their future online protests accordingly; that is to say, they may perform these online protests sooner than later.

Just another “fringe benefit” from the folks in the District of Columbia.

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