Using Social Media to Communicate against Violent Extremism

"Violent extremists have used the online world to spread misinformation and hateful messages in an effort to radicalise others. However, social media can be harnessed to challenge extremist propaganda and promote positive values such as inclusion, diversity and respect."

From the Countering Violent Extremism Unit of Living Safe Together and the Australian Government, this guide outlines how to create an effective social media campaign and identifies 10 supporting case studies to illustrate successful techniques. The goal is to provide individuals and organisations with the knowledge and tools to effectively use social media to engage with vulnerable young people by communicating against violent extremism.

The process involves:

1. Understanding the issue
   • Understand the nature of the problem and the role of social media.
   • Understand the needs, wants and fears of your audience.
   • Set clear objectives.
2. Creating a strategy
   • Relate the things you want to communicate with what you know about your audience.
   • Outline why your audience cares and why they should share.
   • Create an exchange of value (connect what people need with what you want to communicate).
3. Developing content - simplicity is key
   • Create content and conversations that people care about and want to share.
   • Communicate what is in it for them - why they should listen.
   • Logic and theory do not always work - look to generate a genuine emotional reaction.
4. Implementing your campaign
   • For your message to be effective, the messenger matters - use voices that are credible and genuine.
   • Launch campaigns using supporters or paid media to help spread the word.
   • Target channels where your audience are active.
5. Find out if you are having the effect you want
   • Evaluate your activity using a mix of data and individual case studies.
   • Track performance against targets.
   • Evolve your campaign in response to your performance to improve your results.

After describing popular social media channels in APAC (Asia-Pacific), the guide offers social media campaign tips:

• Use authentic and genuine voices to educate and engage - "Credible voices can bring about emotional engagement and sympathetic understanding from the audience, creating a connection of trust. This trust allows the audience to be open to the message and place greater weight on its value." Example: Abdullah X, a cartoon character existing to bring positive and meaningful change in the lives of young Muslims. Abdullah X stars in short, thought-provoking YouTube videos designed to dispel myths and stereotypes about Islam.
• Understand your audience and build experiences around them - "Vulnerable individuals may be drawn to extremist ideology because they are seeking purpose and belonging....By building experiences around the needs of these individuals, they can be utilised to create a real and positive impact. Don't lecture them from your point of view - invite a conversation." Example: Yoummah, a social platform that enables Muslim activists and social entrepreneurs to organise their own campaigns.
• Create influential role models - "Positive role models – either in the community or fictional characters - can create positive influence and prevent individuals from being drawn to violent extremism." Example: Superheroes Against Extremism is a futuristic sci-fi graphic novel created by Jordanian artist Suleiman Bakhit. The comics feature superheroes that fight to spread tolerance, empower women, and counter extremist narratives.
• Get others involved to crowdsource ideas - "By encouraging community-driven ideas and creating environments where these ideas flourish, platforms can be developed that become key tools for countering violent extremism." Example: #OpenYourEyes is a short film competition run by Quilliam designed to encourage young people to challenge violent extremist views.
• Challenge negative views in positive ways - "This includes arguments debated with reason, patience, politeness or tolerance." Example: #NotInMyName began with a short YouTube video and became a worldwide movement. (See below for one video.)
• Foster grassroots campaigns to respond to events - "Grassroots campaigns often attract all different kinds of people, spreading a message much further and wider than originally intended or expected." Example: In the wake of the Sydney Lindt café siege in December 2014, Rachael Jacobs wrote on Facebook about offering to walk with a woman she'd seen quietly removing her hijab on the train because she was scared of anti-Islamic extremism. A Twitter user started the hashtag #illridewithyou, which quickly gathered momentum with posts of support against anti-Muslim sentiment.
• Create fun experiences to bring people together - "Humour, wit and fun can be used to counter...division and tension, offering communities a chance to come together and demonstrate their opposition without engaging in an argument or debate." Example: The English Disco Lovers uses humour to challenge and ridicule the English Defence League, a far-right extremist group. English Disco Lovers describe themselves as a "Google and social media bombing campaign".
• Amplify real stories from those affected by violent extremism - "Showing the devastating effect of extremism on specific individuals can help hone a large, multi-faceted and sometimes distant concept down to a very personal, powerful story. This encourages action." Example: The Extreme Dialogue website features documentary films in which Canadians and Europeans affected by violent extremism share their stories.