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Black Lives Matter LA has organized protests against police brutality, yes, but it's also organized calls into police commission Zoom meetings and a push to remove police from public schools. "We hope that it'll uplift the stories of those who've been killed by police, we hope it'll pull people more deeply into the work, we hope that it'll amplify the fact that when we fight, we win," said Melina Abdullah, co-founder of Black Lives Matter Los Angeles, a local chapter of the larger advocacy organization, when ruminating on the social media impact.Ĭoupled with that, she said, organizers are hoping to turn social media scrolling into tangible action. What’s going to make us stop and type something?”įor activists, who have been doing this work for years, the question then becomes: What's going to make people type something and then vote, or show up to protest, or sign a petition, or donate, or speak at a city council budget meeting? “It’s really touched a nerve in humans around the world,” Murphy said, noting that emotion is key for long-lasting social impact. As much as news coverage drives social conversations, the opposite is true too. YouTube saw spikes in viewership of Black Lives Matter related videos then as well.ĭigging into the extent #BlackLivesMatter dominated social media conversations provides insight into the protests' extensive influence. in Google history, and they commanded an immense amount of news coverage in early June. The protests are the most searched in the U.S.
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This movement hasn’t just dominated social media. “This is consistent for weeks.” (Nike and Starbucks were among the many brands who posted about the movement to varying degrees of success and cringe.) “Maybe on Election Day or after a natural disaster there will be a spike for 24 hours,” he said after reviewing the data crunched by Talkwalker, a social media listening tool. Murphy has run social media analyses on brands, presidential elections, and global terrorism for years, and he rarely sees numbers like this. This is unique, particularly for how long those three words have captivated the social media sphere, Murphy said. John Murphy, a University of Connecticut professor who heads the Social Media Analytics Center, tends to use these big brands as benchmarks to measure social media impact. Mentions far eclipsed brands that typically dominate social media conversations, such as Nike and Starbucks. Across the country and across the globe, a phrase boomeranged from the streets to social media and back again, over and over: Black Lives Matter.įor the 30 days since the police killing of George Floyd, the rallying cry had been mentioned more than 80 million times on Twitter, Facebook, Reddit, and blogs, according to data collected by the Social Media Analytics Center at the University of Connecticut.