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SXSW Interactive 2013

The Digital Social Citizen

Waggener Edstrom will share results of a national survey exploring online and offline behaviors of a “Global Social Citizen.” Findings will include what drives consumers to engage with causes/issues (global vs. local) online, what triggers that interest and determine whether online support translates to meaningful offline activity. Our research hypothesis is people who are active online and engage with causes via social media are triggered by a desire to share and influence their peers, networks and to be publicly identified with the causes. They exhibit certain behaviors and demographic characteristics, including predominantly use of Facebook and Twitter, are Gen X/Y, female, higher income/education, technologically literate and most continue to support causes offline but believe in powerful impact of social media. We will include case studies of organizations that are engaging with the “Global Social Citizen” and dive into social media platforms that are most effective for causes.

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  1. What motivates people to support a cause and act online?
  2. What characteristics do people have who are moved by global vs. local causes and what triggers that interest?
  3. Does supporting a cause online translate to meaningful offline activity and meaningful social impact results?
  4. What causes are people most passionate about supporting online and do people promote these causes broadly through their social networks?
  5. What is the most common way people hear about the causes they support online?



Shelby Cantu, Marketing Specialist, Waggener Edstrom Worldwide

Meta Information:

  • Tags: engagement
  • Event: Interactive
  • Format: Dual
  • Track: Community and Activism
  • Level: Advanced
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