What makes some online campaigns more successful

London, Sep 21 (IANS) The presence of an element of surprise makes online campaigns about humanitarian crises more successful in engaging the public, says a study.

The researchers found that information from most non-news sources – including blogs and social media – was frequently rejected by many in the study for being inaccurate or biased.

“My findings suggest that the internet is not a magic bullet for getting people engaged with or caring about humanitarian issues or crises,” said researcher Martin Scott, lecturer at University of East Anglia in England.

High-profile examples of the use of social media in humanitarian campaigns, such as One Billion Rising, Kony 2012, and the Enough Food for Everyone IF campaign, have drawn attention to the potential role of the internet in enabling public mobilisation and activism in response to suffering in other countries.

However, little is known about the role of more everyday uses of the internet in encouraging a sense of connection with, or awareness of, people suffering in distant places.

The new research involved a study of 52 British internet users’ online behaviour over two months.

Participants reacted much more positively to campaigns and information from less-known organisations, such as Charity Navigator – which helps people make decisions about how and where they donate their money – Poverty.com and the Overseas Development Institute, compared to well-known charities like Oxfam, Christian Aid and Save the Children.

The findings suggest that audiences have become accustomed to, and are often dismissive of, traditional campaigns and appeals.

When the participants in this study did respond positively, it was when they were unfamiliar with the organisation or not sure how to deal with the information they were getting.

“We cannot respond to every humanitarian appeal we see on television or online. So I’m interested in why we respond to some appeals and campaigns and not others, and in particular, whether there is anything special about the internet which makes people more or less likely to engage with a campaign. These results suggest that there is not,” Scott noted.

The study was published in the journal International Communication Gazette.

Leave a Reply

Please enter your comment!

The opinions, views, and thoughts expressed by the readers and those providing comments are theirs alone and do not reflect the opinions of www.mangalorean.com or any employee thereof. www.mangalorean.com is not responsible for the accuracy of any of the information supplied by the readers. Responsibility for the content of comments belongs to the commenter alone.  

We request the readers to refrain from posting defamatory, inflammatory comments and not indulge in personal attacks. However, it is obligatory on the part of www.mangalorean.com to provide the IP address and other details of senders of such comments to the concerned authorities upon their request.

Hence we request all our readers to help us to delete comments that do not follow these guidelines by informing us at  info@mangalorean.com. Lets work together to keep the comments clean and worthful, thereby make a difference in the community.

Please enter your name here