THE THAT ROARS /by RENATO CASTELLO ; ELISA BLACK
19/01/2014
Published in the Sunday Mail, page 30
It’s usually a repository for the ramblings of “friends” and pictures of pets and cute kids, but social networking — via computers and mobile phones — is also ; increasingly being used as a powerful tool for change. Galvanising commuters seeking better public transport services to a campaign opposing a company which mocked the disabled are just two recent examples in South Australia of people using Facebook and Twitter to make the world a better place. And, as the state heads to the polls in March, political parties are all too aware of how social media can influence voters — and shape policy direction. SPECIAL REPORT RENATO CASTELLO ELISA BLACK MICHELLE PRAK’S TIPS FOR A SUCCESSFUL FACEBOOK CAMPAIGN Use all the cosmetic elements to your advantage. Have a good page cover image which explains your cause and includes a call to action. Use all of the page’s information fields to let people know what you’re about. Try not to be anonymous — people like to know who’s behind the campaign. Regularly post a Facebook story — daily if possible — and keep people in the loop. Take photographs of your campaign work and let your supporters know exactly how they can help. Answer all fans’ comments and questions. You’re trying to build a community so be community-minded. OMETIMES it seems that Facebook is full of nothing but photos of what your cousin had for dinner or where your best friend from Year 9 ended up going on her honeymoon. And, at its worst, the social media platform used by more than 1.3 billion people has become a realm for perverts who create fake identities to groom children, and cyber-bullies who anonymously post sexually explicit rumours about school students on so-called “burn books”. Despite all this, Facebook is also being used by some for more admirable goals. From the global efforts of groups such as Occupy and the Arab Spring, to local cam- S paigns that included galvanising public transport passengers seeking a better deal and a movement to raise respect for the disabled, people are using online outlets such as Facebook and Twitter to make the world a better place. And with the state election eight weeks away, political and social commentators say social media will become an integral part of keeping political parties on their toes and in gauging community sentiment ahead of polling day. One key issue has been public transport. As commuters sweated it out on reduced train services during this week’s heatwave, many were checking a Facebook page set up by those who were inspired to get public transport users a better deal. Onkaparinga Hills motherof-two and office manager Sarah Thomas has been the spokeswoman and an administrator of influential Facebook page The Noarlunga Line Commuters 2013, that has put the needs of passen- gers on the political landscape. The page was established to give them a place to share travel ideas, delays, and advice while they coped with substitute bus services during the lengthy rail closure. But when the frustration over the delays in reopening the line spilt into the letters pages and on talkback radio, the State Government sat up and took notice. Ms Thomas was interviewed along with Transport Minister Tom Koutsantonis on the ABC and invited to weekly meetings with his departmental heads to discuss passengers’ concerns. “It was great in that sometimes, we got information that we strived for,” she said. “From the very beginning, our view was `please don’t back us into a corner and force us to go to the media to get answers from you’,” Ms Thomas, 44, said, adding she spends about two hours a day administering the page. “We kept saying `can you get your website updated, can you get flyers in buses, can you get the information out there’ and, at some point, the Minister came into the Facebook group and, to his credit, he stood up and took criticism from a lot of people.” Ms Thomas said that due to the publicity, the group had grown to almost 400 members, including bus and train drivers, and MPs, including Leon Bignell and Amanda Rishworth. Members who have been abusive, including those who have made degrading comments towards Transport Services Minister Chloe Fox, have been banned. Adelaide Metro has since hired its own social media officer. Another notable 2013 campaign was never meant to be anything more than a private Facebook post. Clapham mum Sam Paior reposted a photo a friend took of an offensive T-shirt she saw media attention. “It wouldn’t have been possible without social media,” said Ms Paior, 44, whose son, Ben, 13, has Down syndrome. “It’s a fantastic way to gather like-minded individuals and to draw others in. “It’s all very well to `like’ a photo on Facebook but people really got engaged with this; there was a real commonality and we gave them obvious steps to follow so they could show their support.” And the campaign didn’t in a Globalize clothing chain store the now infamous “Retarde” design. The post was quickly picked up and shared by Ms Paior’s friends and, within a week, more than 900 people had liked a Facebook page dedicated to demanding the removal of the offensive shirt from stores. The Sunday Mail reported on her campaign and Ms Paior found herself on national and local TV, debating the merits of the design with Globalize owner Clayton Cross. He later told talkback radio that children who were offended by the Retarde shirts needed to “toughen up”. Unsold stock was finally removed from Globalize shelves following a week of intense end with the removal of the “Retarde” shirts, with Ms Paior, a former adviser to Dignity4Disability Upper House MP Kelly Vincent, teaming up with a group of friends to launch the “Respecte” T-shirt. More than 500 were sold in the month after the Facebook campaign and Ms Paior is about to launch a Facebook event asking people to apply to use some of the proceeds to promote “respecte” in the community. “I was dragged kicking and screaming on to Facebook by friends living overseas but I have found it so useful for disability advocacy,” she said. “I’ve learnt you can use Facebook as a real tool; you can build a community.” A community that politi- cians cannot afford to ignore for much longer. Associate Professor Michael Wilmore, Adelaide University’s development and health communication expert, said he couldn’t think of any Australian politicians who were using social media platforms effectively. “This is a transition time,” he said. “We still have an electorate that is divided when it comes to social media. “When you look at those who are most deeply involved in politics, it tends to be the older demographic and they tend to be less involved in social media. Give it another 10 years and anyone who’s seeking election without understanding social media will be on a losing wicket.” Associate Professor Wil- more said the key would be for politicians to see social networking platforms like Facebook as an opportunity to listen to what their constituents are saying, rather than using it as a way to push their own ideas. “There’s still the attitude of `I’m the politician, I’m the one with something to say’,” he said. “But if they are willing to listen, they’ll recognise there are people in their constituency who are very happy to share with them their concerns. As long as they listen they’ll discover issues they can campaign on that they may not even be aware of. “It’s not about `I’ve got policies’, it’s more of a ground up process. They need to listen to result in `slacktivism’ with people clicking the `like’ button and forgetting about the cause afterwards,” she said. “But, used well, Facebook can also mobilise people to attend rallies, to volunteer to work for a community group, to donate money, to lobby decision-makers and more. “Some campaigns fare better than others because they have communications-savvy people. “If you know how to motivate people, write good copy, and distil complicated ideas into something easy to understand in the Facebook environment, you’re more likely to what their electorate are concerned about. “Nobody is doing it well in Australian politics. No one is using it in a way that makes me think I want to follow that person and politicians need to be careful about the extent that they lose their platform. “Politicians will find themselves facing tough questions that won’t necessarily be from their political opponents. “It will invariably come from people who have the weight of thousands of media followers behind them and they can use that weight to challenge them.” But not all Facebook campaigns are created equal, with many languishing with few “likes” and even fewer results. Dr Collette Snowden, a program director at UniSA’s school of communications, said success often depended on the skill of the people behind the campaign. “It’s becoming clear, like any communication tool, that it depends on how well it connects with people and whether the communication connection results in action,” she said. “It’s very easy for people to `like’ something but unless there is a clear action, what’s the point? “People confuse social media with action but it’s like waving a flag as opposed to going out in the trenches. “Simply `liking’ a Facebook post is not going to cause a revolution.” Adelaide social media expert Michelle Prak said many online attempts fell into the category of “slacktivism” those efforts that make you feel good because you have shared their page but accomplish nothing in terms of practical results. “Some campaigns only be successful.” But not everyone is convinced of the efficacy of Facebook activism. Social demographer David Chalke described the phenomenon as “overblown”. “There is clear evidence that online campaigning, while it achieves media attention, it doesn’t affect change,” he said. “It only gathers momentum when the media picks it up. Beyond that, I question its value because who is watching or taking notice? “Where they are important is they make an easy way for like-minded folk to gather and hyperventilate. “If it leads to something, great, but it’s generally hot air from the usual suspects.” SOME SUCCESSFUL CAMPAIGNS THAT HAVE BEEN CARRIED OUT ON SOCIAL NETWORKING SITES NOARLUNGA LINE COMMUTERS 2013 The page began 12 months ago as a place to share ideas on best ways to get into the city once the Noarlunga line was closed for rail upgrades. But due to ongoing delays to complete the upgrade work, more people joined the group to share their gripes. The page gained traction through media reports and interviews. It now has almost 400 members. Transport Minister Tom Koutsantonis agreed to hold weekly meetings with members so they could share their ideas on how to make the commute to work easier while the line was closed. RESPECTE Parents of disabled children used Facebook and Twitter to highlight the sale of tasteless singlets printed with the word “Retarde” on them. They hounded retailer Globalize demanding the T-shirts be removed, arguing they were offensive to the disabled. The designers of the T-shirts closed down their Facebook page under public pressure. The campaign garnered national and international attention after the story appeared in the Sunday Mail. Globalize manager Clayton Cross said children offended by the T-shirts should “harden up” but agreed to remove the stock. Campaigner Sam Paior set up a rival Respecte clothing line and Facebook page. Sales of caps and T-shirts have raised thousands of dollars for the Julia Farr Association for people living with disability. CRAP ADELAIDE DRIVERS Everyone has a story to share about the motorist who cut them off, didn’t give way or failed to indicate while changing lanes. This Facebook page is the forum to air grievances and shame bad drivers. It was instrumental in police tracking down and fining a motorist who narrowly avoided a head-on collision as he overtook a truck in the state’s north on November 12. The footage was recorded on the truck’s dashboardmounted camera and uploaded to the page. 1788 T-SHIRT Not so much a group as a movement. When national retail chains Aldi and Big-W began stocking T-shirts referring to Australia being founded in 1788, Facebook and Twitters went into overdrive. The public demanded the T-shirts be removed from stores, arguing it was offensive to the indigenous community. Aldi dropped the fashion line and Big-W followed suit. TASSIE FIRES WE CAN HELP Thousands of people were affected by bushfires that tore through Tasmania last January. Many lost their homes. At the height of the blazes, residents were clamouring for information and help. In stepped psychologist Mel Irons who lived near the Forcett firefront and set up the Tassie Fires We Can Help Facebook page. Whether it was an emergency generator, food, chopping wood, or the status of a loved one, she became the go-to girl for those in need. Ms Irons co-ordinated relief efforts, reunited loved ones and posted the latest emergency services information. The Tasmanian government has since launched its own emergency services website. SPRING UPRISING OF 2011 Protests to overthrow governments in Egypt, Tunisia and the opposition to Libyan and Syrian rule were largely co-ordinated through Facebook and Twitter An Arab Social Media Report by the Dubai School of Government in 2011 gave credence to the wisdom that social media enabled the uprisings. The report said social media had “played a critical role in mobilisation, empowerment, shaping opinions and influencing change”. SAMARITAN: Mel Irons helped residents during the Tasmanian fires. UNITED STAND: Respecte clothing and hats are a response to the offensive Retarde T-shirts. Picture: DYLAN COKER TRACK RECORD: Sarah Thomas administers the Noarlunga Line Commuters 2013 Facebook group that was set up so commuters could share their concerns about the service. Picture: GREG HIGGS
