Terminology: Class 4 (Nov. 13, 2013)


Definition: Actions performed via the Internet in support of a political or social cause but regarded as requiring little time or involvement, e.g. signing an online petition or joining a campaign group on a social media website.

Source: http://www.oxforddictionaries.com/definition/english/slacktivism

Recommended Article: Slacktivism: ‘Liking’ on Facebook may mean less giving

Link: http://news.ubc.ca/2013/11/08/slacktivism-liking-on-facebook-may-mean-less-giving/

Notes:  This article helps give a good understanding of Slacktivism and its impacts, stating that people will use “liking” a charity as a replacement to actual monetary donations.

This is a concern for fundraisers who want both the attention but also require the money in order to keep functioning.  If people begin seeing “likes” or “retweets” as legitimate alternatives to donations, then charities will see a lot of monetary shortfalls in the future.


Social Media Audit

Definition:  Answers questions like: Do you know how you measure up against your competitors? Have the fans in your social media communities changed their expectations or needs since you started? Are you still using the right social networks and tools?

Source: http://www.ragan.com/Main/Articles/Conduct_a_social_media_audit_in_4_easy_steps_47138.aspx

Recommended Article:  How to Perform a Social Audit [Infographic]

Link: http://socialmediatoday.com/mlewis1/785426/how-perform-social-audit-infographic

Notes: Gives a break down of what to look for when doing an audit of Facebook and Twitter pages.  Includes things like Engagement Ratio, Frequency, and Types of Posts.  Quick, easy, and it makes sense.  Perhaps not as detailed as the one we did in class, but it’s a good starting point and a quicker overview which doesn’t require much time.

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