Categorizing Social Media-Based Collective Action

The article develops a categorization scheme for collective activities facilitated by social media. I introduce a six-part scheme consisting of two distinct dimensions: the character of the activity (deliberative or participatory) and the platform where the activity unfolds—within social media platforms; outside social media platforms but still online; or in offline settings. While existing models provide a foundation for understanding collective actions on social media, they often overlook the nuanced interactions between online and offline activities, and the transition between different characters of collective activities. The proposed model addresses these gaps by incorporating a more granular analysis of activity types and platforms, enhancing our ability to understand and leverage these dynamics for more effective mobilization and advocacy. This categorization is justified and substantiated through a netnographic study of the social media campaign advocating for justice for Roman Zadorov, in Israel. Key Points for Practitioners Enhanced Framework for Categorization: The article provides a refined classification scheme for understanding collective actions facilitated by social media. This can help public managers and policy analysts better monitor and evaluate the dynamics of online and offline mobilization. Integration of Online and Offline Activities: The research emphasizes the transition between online participation and offline actions, demonstrating how social media campaigns can lead to offline outcomes. Practitioners can use this insight to bridge their digital engagement strategies with physical community initiatives, fostering a comprehensive approach to public involvement. Deliberative and Participatory Dynamics: The distinction between deliberative and participatory activities offers IT architects and policy analysts a nuanced lens for designing and supporting digital platforms that encourage either deep discussion or broad public engagement, based on specific goals and community needs.