4S Ranch Allied Gardens Alpine Baja Balboa Park Bankers Hill Barrio Logan Bay Ho Bay Park Black Mountain Ranch Blossom Valley Bonita Bonsall Borrego Springs Boulevard Campo Cardiff-by-the-Sea Carlsbad Carmel Mountain Carmel Valley Chollas View Chula Vista City College City Heights Clairemont College Area Coronado CSU San Marcos Cuyamaca College Del Cerro Del Mar Descanso Downtown San Diego Eastlake East Village El Cajon Emerald Hills Encanto Encinitas Escondido Fallbrook Fletcher Hills Golden Hill Grant Hill Grantville Grossmont College Guatay Harbor Island Hillcrest Imperial Beach Imperial Valley Jacumba Jamacha-Lomita Jamul Julian Kearny Mesa Kensington La Jolla Lakeside La Mesa Lemon Grove Leucadia Liberty Station Lincoln Acres Lincoln Park Linda Vista Little Italy Logan Heights Mesa College Midway District MiraCosta College Miramar Miramar College Mira Mesa Mission Beach Mission Hills Mission Valley Mountain View Mount Hope Mount Laguna National City Nestor Normal Heights North Park Oak Park Ocean Beach Oceanside Old Town Otay Mesa Pacific Beach Pala Palomar College Palomar Mountain Paradise Hills Pauma Valley Pine Valley Point Loma Point Loma Nazarene Potrero Poway Rainbow Ramona Rancho Bernardo Rancho Penasquitos Rancho San Diego Rancho Santa Fe Rolando San Carlos San Marcos San Onofre Santa Ysabel Santee San Ysidro Scripps Ranch SDSU Serra Mesa Shelltown Shelter Island Sherman Heights Skyline Solana Beach Sorrento Valley Southcrest South Park Southwestern College Spring Valley Stockton Talmadge Temecula Tierrasanta Tijuana UCSD University City University Heights USD Valencia Park Valley Center Vista Warner Springs

Profound effects of social media overstated?

May be “more marketing than mobilization,” says UCSD professor

Image by /from gmmb.com

While social media may have been the catalyst for launching such events as the "Arab Spring" uprisings, most rumblings of civic activism birthed on the web tend to birth much less tangible end results, a new study co-authored by UCSD sociologist Ken Lewis suggests.

According to a UCSD NewsCenter report, examination of a "Save Darfur Cause" campaign on Facebook launched through Causes.com, which "allows users to create, join and donate to a variety of causes, from helping survivors of natural disasters to aiding specific nonprofits more generally," found that of over 1 million "members" of the cause, 99.76 percent, never donated a dime to the effort. More than 72 percent of members did not recruit a single member to "join" the movement, even though the barrier to entry was garnering a single "like" click from a friend.

Sponsored
Sponsored

Save Darfur Cause, which sought to end genocide in the Sudan and was one of the largest Facebook campaigns to date, only raised about $100,000. Though the $29-per-donor fundraising average was on par with traditional mail campaigns, the participation rate of less than one-quarter percent was dwarfed by the 2 to 8 percent response traditional campaigns expect from supporters.

"The commitment might have been only as deep as a click," Lewis tells NewsCenter, positing that disseminating the idea of reform through social media might be "more marketing than mobilization."

Here's something you might be interested in.
Submit a free classified
or view all
Previous article

Nirwana Indian Gastrobar showcases tacos, sliders, and pizza

Mira Mesa gastropub consolidates around chicken curries, vegetarian options, and fusion
Image by /from gmmb.com

While social media may have been the catalyst for launching such events as the "Arab Spring" uprisings, most rumblings of civic activism birthed on the web tend to birth much less tangible end results, a new study co-authored by UCSD sociologist Ken Lewis suggests.

According to a UCSD NewsCenter report, examination of a "Save Darfur Cause" campaign on Facebook launched through Causes.com, which "allows users to create, join and donate to a variety of causes, from helping survivors of natural disasters to aiding specific nonprofits more generally," found that of over 1 million "members" of the cause, 99.76 percent, never donated a dime to the effort. More than 72 percent of members did not recruit a single member to "join" the movement, even though the barrier to entry was garnering a single "like" click from a friend.

Sponsored
Sponsored

Save Darfur Cause, which sought to end genocide in the Sudan and was one of the largest Facebook campaigns to date, only raised about $100,000. Though the $29-per-donor fundraising average was on par with traditional mail campaigns, the participation rate of less than one-quarter percent was dwarfed by the 2 to 8 percent response traditional campaigns expect from supporters.

"The commitment might have been only as deep as a click," Lewis tells NewsCenter, positing that disseminating the idea of reform through social media might be "more marketing than mobilization."

Comments
Sponsored
Here's something you might be interested in.
Submit a free classified
or view all
Previous article

Sun Room single, Allison Adams Tucker video, Burt Bacharach collection, Keni Yarbro cover, Israel Maldonado performance

“Short and sweet with unhinged vocals and guitars”
Next Article

The Light Church: learning how to be human

Jesus had his diaper changed.
Comments

That's because talk (and clicking) is cheap. "Never doubt that a small group of thoughtful, committed citizens can change the world. Indeed, it is the only thing that ever has." - Attributed to Margaret Mead

March 5, 2014
Ask a Hipster — Advice you didn't know you needed Big Screen — Movie commentary Blurt — Music's inside track Booze News — San Diego spirits Classical Music — Immortal beauty Classifieds — Free and easy Cover Stories — Front-page features Drinks All Around — Bartenders' drink recipes Excerpts — Literary and spiritual excerpts Feast! — Food & drink reviews Feature Stories — Local news & stories Fishing Report — What’s getting hooked from ship and shore From the Archives — Spotlight on the past Golden Dreams — Talk of the town The Gonzo Report — Making the musical scene, or at least reporting from it Letters — Our inbox [email protected] — Local movie buffs share favorites Movie Reviews — Our critics' picks and pans Musician Interviews — Up close with local artists Neighborhood News from Stringers — Hyperlocal news News Ticker — News & politics Obermeyer — San Diego politics illustrated Outdoors — Weekly changes in flora and fauna Overheard in San Diego — Eavesdropping illustrated Poetry — The old and the new Reader Travel — Travel section built by travelers Reading — The hunt for intellectuals Roam-O-Rama — SoCal's best hiking/biking trails San Diego Beer — Inside San Diego suds SD on the QT — Almost factual news Sheep and Goats — Places of worship Special Issues — The best of Street Style — San Diego streets have style Surf Diego — Real stories from those braving the waves Theater — On stage in San Diego this week Tin Fork — Silver spoon alternative Under the Radar — Matt Potter's undercover work Unforgettable — Long-ago San Diego Unreal Estate — San Diego's priciest pads Your Week — Daily event picks
4S Ranch Allied Gardens Alpine Baja Balboa Park Bankers Hill Barrio Logan Bay Ho Bay Park Black Mountain Ranch Blossom Valley Bonita Bonsall Borrego Springs Boulevard Campo Cardiff-by-the-Sea Carlsbad Carmel Mountain Carmel Valley Chollas View Chula Vista City College City Heights Clairemont College Area Coronado CSU San Marcos Cuyamaca College Del Cerro Del Mar Descanso Downtown San Diego Eastlake East Village El Cajon Emerald Hills Encanto Encinitas Escondido Fallbrook Fletcher Hills Golden Hill Grant Hill Grantville Grossmont College Guatay Harbor Island Hillcrest Imperial Beach Imperial Valley Jacumba Jamacha-Lomita Jamul Julian Kearny Mesa Kensington La Jolla Lakeside La Mesa Lemon Grove Leucadia Liberty Station Lincoln Acres Lincoln Park Linda Vista Little Italy Logan Heights Mesa College Midway District MiraCosta College Miramar Miramar College Mira Mesa Mission Beach Mission Hills Mission Valley Mountain View Mount Hope Mount Laguna National City Nestor Normal Heights North Park Oak Park Ocean Beach Oceanside Old Town Otay Mesa Pacific Beach Pala Palomar College Palomar Mountain Paradise Hills Pauma Valley Pine Valley Point Loma Point Loma Nazarene Potrero Poway Rainbow Ramona Rancho Bernardo Rancho Penasquitos Rancho San Diego Rancho Santa Fe Rolando San Carlos San Marcos San Onofre Santa Ysabel Santee San Ysidro Scripps Ranch SDSU Serra Mesa Shelltown Shelter Island Sherman Heights Skyline Solana Beach Sorrento Valley Southcrest South Park Southwestern College Spring Valley Stockton Talmadge Temecula Tierrasanta Tijuana UCSD University City University Heights USD Valencia Park Valley Center Vista Warner Springs
Close