29. CLICKTIVISM

♤ Clicktivism refers to the use of social media and the Internet to advance social causes.

♤ It uses the metrics available through Web analytics to optimize Web pages, emails and online petitions.

♤ This optimization is meant to increase user engagement and maximize a campaign's page views.

♤ It allows organizations to quantify their success by keeping track of how many "clicked" on their petition or other call to action.