Faunalytics’s recent research examining the impact of The Save Movement’s social media presence gives us insight into the value of social media for advocacy.
One of the key findings from this research was that The Save Movement has been able to successfully foster awareness on social media about the individuality and plight of animals raised for food.
Positive aspects of The Save Movement’s social media presence include:
- The peaceful, non-violent approach to their online outreach
- The welcoming attitude when engaging with followers online
The biggest barrier that online followers stated for not finding out more or getting involved was the fear that it would be too emotionally upsetting, which is characteristic of some of The Save Movement’s social media content.
The report on this research also provides a comparison of how vegans, vegetarians, and omnivores receive this movement’s social media messages. This helped to identify differences among the groups of recipients and offer suggestions about how message content can be modified to more effectively engage omnivores.
Although this research examines the influence of only one organization’s impact using social media and the response of just a small proportion of its social media following, it provides interesting insight into the effectiveness of social media in our outreach efforts.
To deepen our understanding of the value of social media as an outreach tool, further studies on a variety of organizations’ and individuals’ outreach efforts should be carried out.
We need to measure our levels and types of engagement frequently and consider the outcomes of our efforts whenever possible if we are to change the world for animals.
Read the full report on this latest research.
Additional research related to this topic is available on Faunalytics’s website. The article on Facebook as an outreach tool is particularly interesting.
Feature image credit: Jo-Anne McArthur/We Animals