Ethos, Pathos, Logos, and Twitos

In the age of Web 2.0, how do you create real change through activism with Social Media? Many try, some get retweeted, some get shared, some get small amounts of donations, but how many actually accomplish their goals?

In the past, in order to rouse a crowd to action with a persuasive speech, one must employee the elements of Ethos, Logos, and Pathos, essentially: Ethics, Logic, and Emotion. But how does this apply to social media? I would like to promote the equation:

Ethos/Logos/Pathos+USP(Unique Selling Point) = Social Action.

Essentially, one must find a way to sell their message to their audience in order for them to interact with it and then respond in a way that benefits your campaign. Here are few examples of success that combined these elements:

Ethos+USP=KONY 2012

Image obtained at: http://finkorswim.com

This video became massively viral and received millions of views, despite it’s nearly 30 minute length. This single viral video was able to earn 26.5 million dollars to their cause by appealing to the ethical obligation of us all.

Logos+USP=Wikipedia Donations

Image obtained at: https://donate.wikimedia.org

This campaign comes around once a year, and uses logic to appeal to users of Wikipedia to keep their valued website up-and-running through donations. Needless to say, the non-profit website is still successful. The unique selling point here is the value and need of Wikipedia in the lives on online users.

Pathos+USP=Karen Klein

Most often campaigns fall short by simply appealing to one’s emotions; however, Karen Klein, the bullied bus monitor, received over $600 thousand in online donations after her video was posted to¬†YouTube. Her unique selling point? In-your-face display of cruelty and innocence.

So how do you see a difference in people “sharing” your campaign through social media, and people “participating” in it?¬†Ethos/Logos/Pathos+USP = Social Action. They must do more than judge, think, or feel you have a good campaign; they must be sold on it.