Behind the Hashtag: The Role of Social Media in Activism and Advocacy

By Epimaque Niyingabo

It was just half past 10 p.m. I had just finished my evening meal and was about to retire to bed when my phone buzzed with notifications. What could it be this time? I checked, and social media has sparked an advocacy hashtag calling for an end to racism, discrimination, and racial inequality in America. The hashtag #BlackLivesMatter began as a simple cry for justice, born out of frustration and collective outrage. What started with just a few tweets quickly gained momentum, spreading like wildfire from the streets of Ferguson to the corridors of power. In that moment, the hashtag became a powerful symbol of resistance and a catalyst for change. 

Social media, once dismissed as a mere distraction, has revealed its significant potential as a force for activism and advocacy. In the digital era, the power of social media as a force for activism and advocacy is undeniable. What once required marching in the streets or writing letters to the editor now unfolds in real-time, reaching millions with a single tweet or post. Social media has transcended its role as a mere communication tool, transforming into a driver for change, where marginalised voices find their echo on a global stage. The simple act of creating a hashtag has the potential to ignite movements, challenge deeply entrenched systems, and drive tangible societal transformation.

Amplifying Voices: The Democratization of Advocacy

In a world where the loudest voices once belonged to the few, Social media has fundamentally opened up advocacy, giving anyone with an internet connection the ability to speak out, organise, and effect change. Platforms like Twitter, Instagram, and Facebook bypass traditional gatekeepers, allowing individuals and organisations to engage directly with vast audiences. This shift has enabled voices that were historically silenced to be heard loud and clear, garnering support and sparking global movements.

Consider the #EndSARS movement in Nigeria. What started as a social media campaign against police brutality quickly transformed into a powerful grassroots movement, with over 28 million tweets in just a few weeks. The movement exposed widespread abuses by the Special Anti-Robbery Squad (SARS), leading to nationwide protests and significant international attention. Social media's ability to amplify these voices played a crucial role in mobilising the youth and pressuring the government to disband SARS, demonstrating the profound impact of digital activism in driving social and political change across Africa.

Hashtags serve as digital rallying points, uniting like-minded individuals around common causes and creating communities of action. When a hashtag trends, it commands attention from mainstream media and policymakers, compelling them to address pressing issues. The #BlackLivesMatter hashtag, which has been used over 100 million times, is a prime example of how social media can spotlight systemic racial injustices, holding governments and corporations accountable and inspiring global solidarity.

Mobilising for Change: From Digital to Real-World Impact

Beyond raising awareness, social media is a formidable tool for mobilising communities and driving real-world impact. The Arab Spring, a series of anti-government protests across the Middle East and North Africa, demonstrated the pivotal role of platforms like Facebook and Twitter in spreading information, coordinating protests, and ultimately toppling regimes. This digital mobilisation underscores social media's capacity to turn online momentum into offline action, bridging the virtual and physical gap.

Social media has also revolutionised crowdfunding, enabling activists to raise funds with unprecedented speed and reach. Platforms like GoFundMe, which has raised over $15 billion for various causes, demonstrate the power of digital campaigns to generate financial support for social justice initiatives. Similarly, online petitions, such as the one calling for justice for George Floyd, which garnered over 19 million signatures, illustrate how digital tools can cause decision-makers to act and influence policy.

However, as powerful as social media is for mobilising change, it has challenges.  Misinformation, harassment, and algorithmic manipulation pose significant obstacles to effective activism. A study by MIT revealed that false news stories are 70%more likely to be retweeted than true ones, highlighting the urgent need for fact-checking and content moderation. Furthermore, online harassment remains a pervasive issue, with marginalised communities disproportionately affected. 

According to the Pew Research Center, 41% of Americans have experienced some form of online harassment, underscoring the importance of creating safe digital environments for activists.

The Future of Social Media: Activism and Advocacy

Looking ahead, the future of social media activism will likely be defined by a blend of technological innovation and strategic adaptation. As new platforms and technologies emerge, activists will need to remain agile, embracing change while staying true to their core mission.

Yet, it's crucial to remember that social media is but one tool in the broader activism toolkit. While it excels at raising awareness and mobilising communities, it must be complemented by offline organising, coalition-building, and traditional advocacy strategies. The most successful movements, such as the #FeesMustFall movement in South Africa, have seamlessly integrated online and offline efforts to drive meaningful change.

The future of social media activism is bright, but it demands continuous innovation, critical thinking, and a steadfast commitment to justice. By leveraging these platforms' full potential, we can collectively work towards a more equitable and just world where every voice is heard, and every action counts.