Social Media, Participation, and Citizenship: New Strategic Directions

Social media is a worldwide phenomenon with applications like Facebook and Twitter credited with everything from Obama’s 2008 election victory to the Arab Spring. But alongside claims of a social media inspired ‘revolution’ lay more nuanced questions around the role and impact of digital tools, smartphones, and social media in ‘every day’ contexts. The chapter discusses the role and impact of social media in organisations through two case studies where social media and digital technologies were used to increase energy awareness and environmental citizenship within organisations. Encouraging findings are presented that show the potential of such tools to facilitate change within individuals and organisations yet a cautionary note is offered with regards implementing and measuring such campaigns. Results from the interviews are discussed revealing how claims of social media on participation can be tested, and recommendations offered on how to design interventions for future social media and environmental communication initiatives.