Digital Advocacy Strategies with Data Analytics Framework: A Case Study for Effective Campaigns

Abstract

This paper presents a case study of a digital campaign on social media to formulate an extensive novel framework using data analytics method to measure the effectiveness of a social media campaign. The Social Media Impact Discovery (SMID) framework is built from the concept of digital advocacy strategies and data analytics techniques, which will provide a systematic approach in both domains to carry-out an effective advocacy campaign. Since the advent of social media such as Twitter in providing platforms for freedom of speech, digital advocacy has become the new approach for delivering campaigns to a wider range of targeted audiences. The use of digital advocacy has generated interest among politicians and advocators to spread their messages across. Despite the numerous and widespread use of digital advocacy, there is still no formal framework that study the success of the technique as end outcomes in terms of the technological aspect of knowledge and the data analytic. The impact of the campaign is evaluated in terms of its effectiveness using deep machine learning methods on the acquired data on social media of a digital campaign. The results have shown that continuous loops using Support Vector Machine (SVM) and the Naïve Bayes classifier support the dynamic approach in the SMID framework to increase campaign effect and is in line with the iterative structure. The loop's cyclical structure is in tune with the shifting user trends and social media user behaviours. The framework's ability to include fresh data and modify models as advocacy campaigns change over time provides a tactical advantage responsive to shifting conditions. Thus, the overall processes of the campaign should be supported with accurate and reliable data to build trust among its audiences. A case study of sexual harassment on Twitter is used to assess the SMID framework’s practicality. It centred on a young Malaysian advocate named Ain Husniza, whose notable catchphrase is #MakeSchoolASaferPlace. For the first time, digital advocacy for sexual harassment campaigns has been used and analysed in this study. It has demonstrated its contribution by amplifying survivors’ voices and fostering online solidarity, with the aim of raining public awareness of the issue and promoting informed policy.