Identifying key criteria for using social media effectively in the anti-slavery movement

With the advent of social media, the world has moved into a new era of possibilities in the realm of social action and change. This dissertation was intended to cultivate a deeper understanding of the effective use of social media activism, by identifying key criteria for using social media effectively in the anti-slavery movement.;The dissertation involved theory development in the field of psychology and its application in an embedded, single-case study of Fair Trade Fund (FTF), a globally focused social movement organization in the anti-slavery movement. This study asked the following core research question: What are the key criteria for using social media effectively within the anti-slavery movement? Data were collected from the following sources: (1) Analysis of social media use by the Fair Trade Fund organization (and related organizations), (2) In-depth interviews with FTF employees, a former employee, and selected participating activists, (3) Participant observation by the researcher, and (4) The researcher's experience as an anti-slavery activist.;A framework for analysis was developed by the researcher to determine the conceptual boundaries of social media activism prior to data collection. This framework consists of the following seven categories: (1) Provocation; (2) Connection; (3) Communication; (4) Collaboration; (5) Mobilization; (6) Transformation; (7) Documentation.;As a result of this study, the researcher identified 11 key criteria for using social media effectively. Among these criteria were such principles as: knowing, understanding, and engaging one's audience; building digital tools rigorously with sound methodology and transparency; focusing on building synergetic community around a cause rather than a personal or organizational image; and mitigating risks appropriately. The pre-designed framework for analysis was validated as effectively defining the reach of social media activism with each of the 11 criteria correlating to each of the seven categories. The study also provided several conclusions based on these findings, including that social media provide a substantial and previously unavailable potential for promoting social change and a mechanism for expanding the sense of agency among social activists.