Micro-activism on Twitter: cancer case study

Posted on: July 10, 2011

An interesting example of micro-activism on Twitter – this well-crafted tweet by Kevin Bergen struck me as follows:

  • Firstly, it’s an individual (not an organisation) with a modest following who is sharing a personal tragedy and using the platform to reach to other people on the basis that this issue (cancer) will affect most of us directly or indirectly in our lifetimes
  • By just asking for a re-tweet this means a very small amount of effort is required in exchange for his financial contribution
  • These re-tweets will mean everyone who sees them will think about the issue in terms of a human example. Because Kevin is an individual, not a charity or institution, this makes his request seem all the more human and authentic
  • But by specifically mentioning the cancer charity he will donate to (with a Twitter @reply), this lends his promise authenticity and puts it on public record with the charity itself – that he is intending to donate based on the Twitter response
  • It’s had over 300 re-tweets in the half a day since he posted it, even though Kevin currently only has 365 followers

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