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Barriers to Social Media Advocacy: Lessons Learnt From the Project “Tell Them We Are From Here”
Abstract
This chapter describes how the latest statistics on social media usage shows Facebook as the biggest social networking site with over a billion users. With all the possibilities of the potential to grow transnational advocacy networks presented by the use of social media, its adoption and usage is not without limitations. A social media led campaign requires resources to ensure its effectiveness and should be used to complement a traditional advocacy campaign. Project Tell Them We are From Here, an anti-xenophobia campaign is used to explore some theories and demonstrate some of the resource challenges and how very few examples of true transnational advocacy can be found. This project is a collaboration of established non-governmental organisations with strong transnational links with a production company seeking to drive a social movement for unity and raising awareness of the daily plight of immigrants. Despite the campaign team's limited finances and capacity and shortcomings in the implementation of its social media campaign, the project demonstrates the affordances of social media for resource and capacity restrained activists.
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