Analytic Activism and Its Limitations

<jats:p> Some of the most important impacts of social media on social movement organizations come not through the new forms of speech that are created but through new forms of listening. This article discusses “analytic activism”—the practice of applying analytics and experimentation to develop new tactics and strategies, identify emergent mobilization opportunities, and listen to their members and supporters in new ways. After defining the key components of analytic activism, the article then develops and illustrates two boundary conditions—the analytics floor and the analytics frontier—that define the limited context within which analytic activism operates. The article concludes by highlighting how a focus on digital listening leads researchers to capture phenomena that have previously been ignored in the social media and collective action literature. </jats:p>