Pound-Sign Politics: What Government Agencies Can Learn From Hashtag Activism

Opinion: Hashtags have proven an effective tool for communication in today’s sociopolitical landscape

The hashtag—formerly known as the pound sign—has been around long before the advent of Twitter. But it was the social media platform that gave birth to the symbol’s modern-day function as an organizer, aggregator and, at times, political mobilizer. In fact, it was Twitter user Chris Messina who tweeted the original suggestion to use # to help group conversation—thus making topics more searchable and changing the use of both the symbol and the platform forever.

Once users could identify trending topics, finding others with shared interests and ideologies was easier than ever before. It wasn’t long before people began to see the power of the platform as a way to organize and rally those with common beliefs around various political and social movements.

While current political conditions have raised Twitter’s visibility in this capacity, the idea that the social platform could be used to spark social movements first emerged in 2011 with communication surrounding the Arab Spring uprising in the Middle East. As Twitter’s platform has become more powerful and its user base has grown, the seeds sown in 2011 are coming to fruition for sociopolitical groups today.

Over the years, and especially in recent months, we’ve seen several examples of groups using Twitter to organize boycotts and protests. But these movements are not something for governments to fear; in fact, government organizations of all sizes can use learnings from this so-called hashtag activism to improve their own digital communication.

Listening to the voices of the people on Twitter—and how they find each other, organize and evangelize around an issue—can give governments an insight into the beating heart of the issue at hand and a better understanding of how to address it.

Here are three examples of powerful social movements that began with a hashtag and what local, regional and even national governments can learn from them to better serve their communities.

#IceBucketChallenge

Ever wondered what it feels like to dump a bucket full of ice cold water on your head? According to Facebook, about 1.2 million people can tell you—that’s how many videos related to the #IceBucketChallenge were posted to the social network from June 1 through Aug. 13, 2014. But this was no arbitrary dare: These people braved the cold in an effort to help raise awareness and funding for the research of ALS, a progressive neurodegenerative disease.

The challenge drew criticism at times for catching on as more of a trend than genuine activism. But by August 2014, the ALS Association had raised approximately $31.5 million in donations. By comparison, the group raised just $1.9 million during the same time period the year before. What started with just one video quickly became arguably the most successful social fundraising movement to date.

Key takeaway: Government is often viewed as a faceless entity rather than a collection of people working for a shared cause. Sharing something your employees care about is an opportunity to put human faces on the work you do every day. Whether that means joining a social movement and supporting a good cause, or simply sharing everyday photos of your team out in the community, showcase efforts the collective group honestly believes in. In some cases, as in the #IceBucketChallenge, this may mean putting your money where your mouth is and actually donating to the cause.

#AskAprilRyan

In celebration of World Press Freedom Day (May 3, 2017), veteran White House correspondent April Ryan teamed up with @TwitterDC—the official branch of Twitter in the nation’s capital—to host a live Twitter question-and-answer session. Questions were submitted via tweets using #AskAprilRyan, and Ryan answered a selection on video.

Topics ranged from her experience as a black, female White House reporter to her advice on identifying credible news sources and recognizing fake news. Ryan posted responses from her own account, directly addressing those who asked questions by their usernames. While this hashtag didn’t go viral or get retweeted 1 million times, it was successful in opening up a direct dialogue between Ryan and her fellow citizens, enabling them to be heard through the platform.