Can online activism really have an impact on real life issues? Do governments and other influential bodies act on the views of people sitting at home typing away on a computer, or are they happy to let people vent their angst, secure in the knowledge that they won’t have to do anything about it?

Online activism has been called 'slactivism' by some because it often lacks the tried and trusted structure of traditional approaches. However, even though it’s often being made up on the fly, it does work. Take charity programmes for example. With the use of online platforms, it is far easier to co-ordinate disparate people into groups willing to help others and make a difference to the world.

Possibly the most unnerving thing for decision makers about online activism is that it gives ordinary people the ability to multiply the impact they can make. Online discussions and campaigns, whether led by individuals or groups often drive real action, which traditional media can help move along by covering the story.

Greenpeace is famous for its hands-on, creative activism. In 2010, Greenpeace set a new online activism benchmark with a powerful campaign against deforestation caused by the collection of palm tree oil used to make chocolate bars. Its online campaign succeeded in getting its message heard and resulted in the chocolate manufacturer committing to investigate the practices of its palm oil suppliers and discontinue business with those found damaging the rainforest.

For those of you who may not have heard of this campaign, take a look at the following link, which received over 1.5 million views across YouTube and other social networking sites: http://www.youtube.com/watch?v=1BCA8dQfGi0

Such campaigns can cast an extremely negative light on a company’s reputation, driving real change.  However, as with traditional campaigning, while it can be easy to win a battle, a war is much harder. To make change permanent, persistence will be required, and that means a lot more online activism in the future.

Louisa Wetton