Social media platforms such as Twitter, Facebook, YouTube and various blogs have become the latest, and fastest form of social activism and protest in the current digital age. They are used as tools to enable faster communication to a wide audience, and to be able to spread current events, news and information and promote awareness and change within society. Research has begun to address how activist and advocacy groups within the United States and Canada are using social media to achieve digital activism objectives. In recent times, the most widespread and commonly known form of digital activism was the âBring Back Our Girlsâ campaign. On April 14th, 2014, Boko Haram, an Islamic extremist group, designated as a terrorist group by many countries including the United States, kidnapped over 300 school girls form their dormitory in Northern Nigeria. (Gonzalez-Bailon, Borge-Holthoefer and Moreno, 2013) A protest movement gradually began, and the hash tag #bringbackourgirls was started, though nobody is quite sure of where the hash tag started or who created it, the hash tag trended globally on Twitter as the story continued to spread around the world, and by the 11th of May 2014 it had gained 2.3 million tweets. There were a number of high profile celebrities and political leaders who showed their support for the cause, including Cara Delevigne, Usher, Alicia Keys, Sean Combs, Drake, and in particular, Michelle Obama who posted a photo of herself holding a sign that read #bringbackourgirls, her particular picture was re-tweeted 56,866 times. Though, we are now 6 months on, and still no progress in this case has been made, and there are currently still 219 girls that are missing, and only 57 of the original 300 were able to escape. (Ogene, 2014) In turn, this raises the obvious question of how much impact does digital activism really make? The coverage and hype surrounding cases such as Kony 2012 and the #bringbackourgirls campaign only ever seems to last for a weeks or even few months, and then the realm of social media rolls onto something new and exciting, and fails to follow through with what it started. In some aspects, maybe this is an easy way for people to feel as though they are doing their part and contributing to a movement, in other aspects it may be an attempt to try to create and facilitate change, and for others it may all just be a ploy for some extra-added attention to their social media accounts. References: - Gonzalez-Bailon, S., Borge-Holthoefer, J. and Moreno, Y. (2013). Broadcasters and Hidden Influentials in Online Protest Diffusion. American Behavioral Scientist, 57(7), pp.943-965. Online at: http://digital-activism.org/2014/05/what-you-need-to-know-about-bringbackourgirls/ - Wikipedia, (2014). Chibok schoolgirls kidnapping. [online] Available at: http://en.wikipedia.org/wiki/Chibok_schoolgirls_kidnapping#Reaction - ljazeera.com, (2014). Abandonment of 'Bring Back Our Girls'. [online] Available at: http://www.aljazeera.com/indepth/features/2014/10/abandonment-bring-back-our-girls-2014101494119446698.html