The sgENGAGE Podcast Episode 84: A Recipe for Hashtag Activism

It’s clear that social media can be a powerful tool for social good. Online campaigns like #MeToo have been greatly effective at raising awareness and sparking action. But not every campaign is so effective, and social media activism can be polarizing and difficult to manage.

This episode’s guest is Susan McPherson, founder and CEO of McPherson Strategies. She joins the podcast to talk about hashtag activism, why some social media campaigns are successful while others aren’t, what social good organizations can do to help ensure the success of their social media campaigns, and how to appeal to members of Generation Z.

Topics Discussed in This Episode:

  • When social media activism is powerful and when it is not
  • How social good organizations can make their campaigns  effective and lasting
  • Hashtag campaigns that Susan has seen succeed, and why they succeeded
  • How nonprofits will need to adapt to capture the attention of the upcoming generation

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Follow Susan on Twitter: @susanmcp1

McPherson Strategies

GRASSROOTS GALVANIZER: A modern playbook to mobilize, organize, fundraise and influence


“Social media can be an incredible way to scale reaction, to rapidly organize a message of dissent or awareness about an issue.”

“Remember, sometimes it’s OK if every campaign isn’t about getting people to make a donation.”

“The most moving social campaigns are generally not associated with specific brands or organizations. They’re typically supported with a moment, feeling, or call to action.”

Check out this post for additional insights on advocacy through social media. Making Sense of Social Media Advocacy in 2018