Facebook as a multi-tool for public engagement and mobilizing : insights into the new world of online activism

Abstract: The upswing of social media in recent years has altered the field of environmental communication and facilitated a more widespread conversation about environmental issues. Facebook and other social media have opened up a lot of new possibilities for online campaigning and engaging with the public. So how are NGOs using Facebook to engage the public in environmental campaigns? In this study I will try to answer this question by an exploratory study of Sweden’s largest ENGO Swedish Society for Nature Conservation’s (Naturskyddsföreningen) campaign "Byt till eko" (or “Switch to Organic” in free translation). Other studies and theories on social media, campaigns, and engaging the public show that the world of today, with a more individualized society as well as a more digital one, has serious implications for NGOs and how they can and should work to engage supporters. Social media can be a great tool to mobilize people and with individualized options for engagement, the chance of success is enhanced. With the help of other studies and theories on social media and engagement, I have analyzed and discussed the strategy and practice of SSNC on Facebook. I have found that they use Facebook in multiple ways: to inform, engage, empower, and mobilize. They have targeted both consumers and grocery stores, and during the campaign, organic consumption has risen faster in Sweden than other comparable countries; although it is hard to assess how much impact the Switch to Organic campaign had on the increase. I argue that Facebook is an important platform for mobilizing and engaging, with its many connections between people and its built-in features for instant sharing of content between all of those connected people.