The Challenge of Social Media Incorporation: A Case Study of HACAN Clearskies

Abstract

Social media can pose challenges to campaign group strategy, especially for existing campaign groups who incorporate social media into their campaigns. This article uses social network analysis to explore how social media is used by the anti‐airport expansion group, HACAN Clearskies (HACAN Clearskies is an acronym for the Heathrow Association for the Control of Aircraft Noise). Social media data were obtained using NodeXL and Twitonomy. As a result of questions raised in these findings, interviews with the social media coordinator of HACAN Clearskies were conducted. The results show the utilization of social media as an information dissemination platform and how a social media reluctant membership base prevents them from organizing mass protest through social media. The implications of these results are also discussed in relation to future social media practice.Related ArticlesCormack, Lindsey. 2019. “Leveraging Peer‐to‐Peer Connections to Increase Voter Participation in Local Elections.” Politics & Policy 47 (2): 248‐266. https://doi.org/10.1111/polp.12297Pompl, Solange, and Sergiu Gherghina. 2019. “Messages and Familiar Faces: Crowdfunding in the 2017 U.K. Electoral Campaign.” Politics & Policy 47. https://doi.org/10.1111/polp.12301