People who passively “like” causes on Facebook or post an icon on a social profile (“slacktivists”) are more actively engaged in issues than what was previously thought, according to the “Dynamics of Cause Engagement” survey conducted by Ogilvy PR Worldwide and Georgetown University’s Center for Social Impact Communication.
The survey found that slacktivists are more than just clicks and shares. They are twice more likely to volunteer their time than non-social media promoters and five times more likely to encourage others to contact political officials.
Jennifer Wayman, executive VP at Ogilvy and director of its D.C. social marketing unit, says the survey shows there is “real value inherent in these relatively small actions that should not be underestimated.”
The survey is available at http://bit.ly/dynamicsresearch