The document outlines a 5-step digital activism strategy: 1) Define the motivating message, 2) Identify the target and ally audiences, 3) Determine the desired action, 4) Establish the organizational goal, 5) Choose appropriate media channels. Media choices should align with the first 4 strategic elements of the communications plan. The strategy also distinguishes between directly influencing target audiences and mobilizing ally audiences.

1. Digital Activism Strategy
Mary Joyce | Oslo, Norway | October, 2011
Images: Ushahidi, Pro Publica Technorati, The Guardian

2. 5 Strategic Decisions of Digital Activism
Message Audience Action Goal
What will motivate The people (targets What needs to What the
the audience to and allies) that need happen for the organization
take the action to take that action organization to wants to
achieve its goal achieve
Specific
Measurable
Achievable
Realistic
Timely

3. 5 Strategic Decisions of Digital Activism
Media choices come at the end.
They can only be made after all other
elements of the communications
Media strategy are in place.
The most effective Message
medium for
transmitting the
message to the Audience
audience
Action
Goal

4. Types of Audiences
You
influence Target
Sometimes you can Audience
influence the target
directly
e
nc
ue
infl
infl
ue
nc
e
Sometimes you
need to mobilize Ally
allies to help you. Audience

5. How to Make Media Choices
Attention Access
Best Media Choice
Email? Tweet? TV Spot? In-Person Meeting? Poster?