Slactivism?

Posted by Admin on the Monday, 24 January 2011 at 15:15

The Observer newspaper ran an interesting article at the weekend regarding social networking and how it can isolate rather than connect. But how does that relate to us?

Within the article there was an interesting thought put forward by Evgeny Morozov from his book The Net Delusion.According to Morozov social media has bred a generation of what he calls "slacktivists". He argues that the new opportunities provided by social media have made people lazy.  Along with this laziness he argues that it’s enshrined the illusion that clicking a mouse is a form of activism equal to real world donations of money and time.

As we’ve developed this social business we’ve become converts to social media and the opportunities both to advertise products and to profile the social aims of the business. Has this increased the tendency for “slactivisim” though?

Whilst there is certainly a possibility of “slacktivism” for a small minority we’re not likely to be a “slactivist” cause. Our identity as a social enterprise means that we do not run on donations like a charity would or a campaign but instead products must be sold. Activity must happen.

Also, if people do choose to click a mouse to profile our work we certainly will not be complaining. Advertising and publicity is often a significant part of a large company’s budget. Running a smaller ship and being rooted with our manufacturing partners means we do not have the ability to promote our products in the same way. This is where the new opportunities provided by social media come in. Having people click their mouse on behalf of us is an important way of getting brand awareness our and products moving. In turn, real activity happens when jobs are provided and lives are changed.

Whatever the truth is on “slactivism”, don’t be put off tweeting about us, liking us on Facebook and sending our details on to your friends to pass on. We need you to help us in helping to make a difference to all those employed by the businesses we work with.

Feel free to pass a link to this on to others who want to see change and see that social media whilst not the answer can play an important part.