This blog post is based on the Case Study: Breast Cancer Meme found in the textbook:

Strategic Social Media: From Marketing To Social Change, Malden, MA: Wiley Blackwell, Mahoney, L. M., & Tang, T. (2017), page 71

Cyberactivism uses social media mobilization to promote a cause/strategy by sharing it with one’s social media community. It targets emotions by making us feel like we’re doing the right thing when we share. We’re willing to hit a like button, but the problem is, we might not do more than that, such as actually participating in the charity. Social media practitioners need to focus on changing this behavior and increase participation.

Viral Qualities

Breast Cancer Awareness Month sparks a peak in sharing the cause on social media, this includes the use of memes, but what qualities make memes go viral and get shares?

• Psychological Influence 
  • Sharing valuable content and supporting causes for self-fulfillment
• Content follows the Content Matrix 
  • Content is entertaining, inspiring, educational, and convincing
• Fun personalization
• Creates buzz 
• Sparks interest/confusion 
  • People want to learn more
• Conformity 
  • Seeing friends participate makes you want to participate

The campaign in this link has women share where they place their bag saying “I like it on…” and insert where they put their bags, for example “I like it on the floor.” Confused men are going to think in a sexual way. Sexualizing the awareness in this way made some upset while some just wished the messages and memes would provide more information about the cause and ways to donate.

Is sharing a post and participating in awareness actually getting people to take real-life action to find a cure?

Although donations increased at the beginning of the month when the meme started, we don’t know if it’s because of the memes or simply because it’s the start of Breast Cancer Awareness Month.

The campaigns don’t encourage people to take real-life action, they only encourage participation on social media. Lack of awareness isn’t technically the issue, it’s getting people to take real-life action and better understand the cause. 

People are aware of breast cancer, but did you know men can have it too? Did you know 2000 men were diagnosed and 400 men died in America in 2012? 

The memes were only targeting women, leaving men confused. The confused men are probably the same ones who have no idea they can get it. They should be involved in the memes too; they should be allowed to spread awareness.

Changes to Consider

Ultimately, the social media meme fell short of user mobilization. While it was successful to get people to participate in sharing, it was unsuccessful at informing users. A social media campaign needs:

• A Developed Plan
• Defined Goals
• Thorough Analysis

The campaigns goal was to spread awareness, not realizing that lack of awareness wasn’t the issue. Users were aware of breast cancer, but they weren’t aware of who’s effected, how to donate, or how to help.

According to Karen Young Levi, a spokesperson for breastcancer.org, the campaigns aren’t educating/including breast cancer issues, like screening and risk reduction. She believes that one can make an actual difference by including a link to learn more, get involved, and donate.

A major difference could have been made if each person who participated donated $1.

Here is a post that’s effectively spreading information and getting people to take action:

This post provides data, information, encourages viewers to check themselves, encourages users to tag friends/share, and includes a donation link.

Real-Life Mobilization

Real-life mobilization includes volunteering, donating, signing a petition, etc. Wouldn’t you rather volunteer at a chemotherapy treatment center than stating your name and bra color? Which do you think would be more beneficial? One can even share their volunteer experience on social media to continue to spread awareness, but make more of an impact by informing their community about what they learned and encouraging them to do the same.

How can you take part?

Most people understand breast cancer until they have it or know someone who does. Once that happens then they start to participate in real-life, but it would be so much more powerful if they could help before that happened. It shouldn’t have to take getting breast cancer to encourage you to learn more and take real-life action. Take action before it is too late. Help find a cure sooner rather than later so that person you know can get the help they need faster.