In our modern times of media cycles fighting for our short attention spans, it is easy to ride the momentum of a highly visible campaign that can quickly fizzle out once another competing story emerges. Since the kidnappings of approximately 300 Nigerian girls by militant Islamist group Boko Haram last month, the international community has embraced the hashtag, “#BringBackOurGirls”, in a very vocal and visible social media campaign demanding action to rescue the Chibok girls. But one month since the mass kidnapping without the rescue of the girls, do we need to take a different approach? Will #BringBackOurGirls be just another campaign we forget about once the next celebrity scandal becomes breaking news?

#BringBackOurGirls goes global starting in Nigeria

Most of the #BringBackOurGirls campaign activity has been highly visible on Twitter, Facebook, and international media outlets. In this fascinating Twitter heat map created using the tool, CartoDB, featured in TIME Magazine, we can see a time-lapsed digital map of how the hashtag, “#BringBackOurGirls” spread globally, starting organically from within Nigeria in mid April.

(We’ll be touching upon CartoDB, and other digital mapping tools in our upcoming Mapping for International Development course later this month.)

The #BringBackOurGirls hashtag has been embraced widely by many public figures and has garnered wide support across the world. Michelle Obama, David Cameron, and Malala Yusafzai have posted images with the hashtag, along with celebrities such as Ellen Degeneres, Angelina Jolie, and Dwayne Johnson. To date, nearly 1 million people signed the Change.org petition. Countries including the USA, UK, China, Israel have pledged to join the rescue efforts, and other human rights campaigns have joined the #BringBackOurGirls Twitter momentum, as seen on this Hashtagify map.

hashtagify #BringBackOurGirls

Is #BringBackOurGirls repeating the mistakes of #KONY2012?

Kony_2012_Poster_3

A great example of a past campaign where this happened was with the KONY2012 campaign, which brought some albeit short-lived urgency to addressing the child soldiers recruited by Joseph Kony, leader of the Lord’s Resistance Army (LRA). Michael Poffenberger, who worked on that campaign, will join us a guest expert in TC110: Social Media for Social Change online course in June 2013 and compare it the current #BringBackOurGirls campaign. Many have drawn parallels to both campaigns and warned of the false optimism that hyped social media messages can bring when context is not fully considered and understood.

According to Lauren Wolfe of Foreign Policy magazine, “Understanding what has happened to the Nigerian girls and how to rescue them means beginning to face what has happened to hundreds of thousands, if not millions, of girls over years in global armed conflict.” To some critics, this hashtag trivializes the weaknesses of Nigerian democracy that have been exposed. Critics of using social media in advocacy campaigns have used the term “slacktivism” to describe the passive, minimal effort needed to participate in these movements. Others have cited such media waves being exploited for individual gain, as opposed to genuinely benefiting the girls. Florida State University Political Science professor, Will H. Moore, argues that this hashtag activism is not only hurting the larger cause of rescuing the kidnapped girls, but actually helping Boko Haram. Jumoke Balogun, Co-Founder of CompareAfrique, also highlights the limits of the #BringBackOurGirls hashtag impact.

Hashtag activism, alone, is not enough

With all this social media activity and international press, what actual progress has been made in rescuing the kidnapped girls? If the objective is raising awareness of the issue, yes, the hashtag has been successful. If the objective is to rescue the girls, we still have a long way to go, even if the hashtag campaign has been part of a multi-pronged approach to galvanize resources into action.

The bottom line: social media can be a powerful tool to bring visibility and awareness to a cause, but a hashtag alone is not enough to bring about social change. There are a myriad of resources that must be coordinated to effectively implement this rescue mission, which will only become more difficult as more time passes. However, prioritizing and shining a sustained light on the problem, instead getting distracted by competing media cycles on celebrities getting into petty fights, is the first step toward a solution.

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What do you think about the impact of the #BringBackOurGirls campaign? We’re only scratching the surface here on the topic of social media for social change and invite you continue the discussion with us in our upcoming Social Media for Social Change online course which runs June 16 – July 11, 2014.

Spreading violence in South Sudan threatens thousands of civilian lives, political stability in the region, and even outbreaks of transmissible disease (NYT). As the fog of the initial outbreak of war begins to clear, the question becomes how the international community should begin to address this hot conflict, and prepare for what is likely to be a global humanitarian response effort. Student networks such as STAND are writing open memorandums to policymakers, while volunteer technical communities such as contributors to The Enough Project and the Satellite Sentinel Project (SSP) are sending their pleas straight to the media. But as we move from advocacy to response, a number of core questions come to mind:

  • Who are the key actors?
  • What are their motivations?
  • What are our windows of opportunity to see a reduction in violence?

And as these questions get answered – how do organizations ensure that their work is complementary?

Coordinating the Information Flow

With information flows from the region taking the form of emails, phone calls, text messages, and videos from people’s mobile phones, connecting the dots is the entire point of organizations such as the Digital Humanitarian Network (DHNet), whose activation TechChange was proud to be part of last year, and reliefweb.int – a well known asset for first responders. But because South Sudan is still in the midst of a hot conflict, actors coordinating with one another must take into consideration the lives of individuals who are still in the region to ensure that no additional harm is done through the sharing of this information.

The good news is that there are guidelines for such a response effort, not least from what has been provided by the lessons from the Libya Crisis Map by OCHA, who are also keeping tabs on the current crisis (see image below). Andrej Verity, an Information Management Officer at UN-OCHA identified three specific ethical issues in Libya:

1. Identify. We did not want any information provided in the LCM that could be used to identify the individual who reported.

2. Location. To avoid anyone from being able to pinpoint anyone reporting, the data was generally anonymized to the centroid of the city it was reported from.

3. Do No Harm. Given the situation in Libya was conflict-based, we needed to ensure that whatever we did minimized the chance of causing anyone harm.

Sudan: Humanitarian Snapshot (30 September 2013) [UN-OCHA]

Connecting Grassroots to Government: South Sudan Watch

Connecting grassroots volunteer networks to government response is not an easy task, as our partners at the Wilson Center have explored these challenges in depth. Moreover, their recent workshop report lists “[f]actors obstructing the adoption of crowdsourcing, social media, and digital volunteerism approaches often include uncertainty about accuracy, fear of liability, inability to translate research into operational decision-making, and policy limitations on gathering and managing data.”

These are not small challenges, but one recent effort deserves recognition: A recent Ushahidi deployment for South Sudan Watch. According to the About page, it is designed to be just such a centralized reporting mechanism for watchers of the current conflict in South Sudan. Also worth noting, is that the entry forms have been modified to aid in conflict analysis, and the public information restricted to protect those on the ground and report contributors.

Will it make a difference? Maybe. Rob Baker of Ushahidi (and until recently a Presidential Innovation Fellow) shared with us:

“It won’t be easy, but we believe it is necessary to try. We can learn from past examples to help on the ground — nobody is here to just make a map, but hopefully to improve the situation on the ground through a better understanding of what is happening through technology and crowdsourcing.”

If you are interested in learning more, please do check out the live Ushahidi deployment and see how you can contribute. We’ll continue to add more information as it becomes available.

South Sudan Watch: http://southsudanwatch.ushahidi.com/

Want to learn more about how digital mapping and other technology like social media and and mobile phones are addressing conflicts around the world? Enroll now in TC109: Technology for Conflict Management and Peacebuilding, which starts January 13, 2014.