Hy is it important for the alsa management team to understand the importance of social media in their work?

It is important for the ALSA management team to understand the importance of social media in their work because they had their most successful fundraiser thanks to social media. The Ice Bucket challenge raised $115 million in just a little more than one month.  

This challenge began to spread massively after celebrities started to participate in the activity of dumping buckets of ice water over their heads and making donations to increase worldwide awareness on the ALS disease.  

The videos shared on social media became viral and more than 17 million people were part of it. The ALSA organization sent an email to 60,000 people on their mailing list, but the movement developed mostly on its own.

The ALSA management team also understood that the impact of repeating the event next year would not be the same. However, they can still make annual events thanks to the 2014 popular event.  

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new communications technology has affected the way social movements are organized because nowadays, social movements rely on social networks and the media to get different people with a similar way of thinking in contact, and thus, get them to mobilize for a greater cause.

individuals only participate in collective action when they feel identified with it. is in this aspect that social media becomes relevant, because it guarantees communication among all individuals and organizes the social actions that are going to be carried out, i.e., the social movements.

in addition, being covered by the media is important to validate the message and make it relevant in the social agenda, as well as to reach more people who can share interests, appealing to public sympathy for their cause.

in conclusion, it is by social networks and social media that social movement is given birth; by connecting different individuals with similar ideas and organizing them to mobilize for a greater cause.