Social Media Mobilization

In the age of social media, everything is become easier, everything can be reach through social media, such as business, in the business people can get a new customers through the media social platform, or people can find the items they want through social media platform, and from politic, politic party can gain a vote and reach people through social media campaign because many people using social media, from younger to older, that’s why social media is a good chance to spread a message because here it can be said that everyone can influence others. So, on social media there is no longer a one man one vote, but one person can have the power equal to tens, hundreds, or thousands more people, that’s the advantage of social media. 

Mobilization is defined as the process by which candidates, parties, activists, and groups induce other people to participate (Rosenstone&Hansen, 2003). Mobilization research generally examines large social movements and activism, and deals with the planning, execution, and facilitation of these actions. Mobilization is an important concept to turn to if you are interested in inciting behavior change through social media messages, because the premise for any successful behavior change through media messages requires both the advancing of media messages and an execution/facilitation strategy. 

At this point, audience can change based on what their see and hear from social media campaign, because in the internet many misleading information that cause people hate the politics party or the candidate, that’s why people also must sort out what fact and what hoax news. While social media has undoubtedly reinvented activism, it has also made it easier for audiences to hide behind a screen. Malcolm Gladwell (2010) argues that the weak ties of social connections seldom leads to high-risk activism. This is partly due to the comfort that users feel when sticking to their technology, and the discomfort when leaving it to experience new and uncertain behaviors. Social media makes it easy for users to diffuse messages, but harder for these messages to have a lasting impact on human behavior change. 

We can conclude that social media can lead opinion from bad to good or good to bad based on where the information people get, we must check the fact first because now information can be made up by irresponsible person and made misleading information, so be wise before share the information. 

References: 

• https://www.qureta.com/post/media-sosial-jalan-pintas-mobilisasi-massa 
• Strategic Social Media: From Marketing to Social Change. L. Meghan Mahoney and Tang Tang. (2017).