Social Media Digest highlights interesting social media trends and is sponsored by the digital marketing communications consultancy and video productions firm Jazz Arts & Communications, written by digital marketing communications consultant Sarah Fenwick. Click here to contact us for your digital marketing advice.

In my home country of Cyprus, there is a fundamental social change happening and it’s been triggered by social media campaigning. It is the shift towards better animal welfare and protection in a country that has a very negative reputation for abuse towards animals like dogs, cats and wild birds. A very great many things have to happen for the change to be completed successfully and for people to stop thinking that it’s ok or normal to poison or euthanise animals on a large scale, but several steps have already been accomplished.

How did this change come about? The multicultural nature of Facebook was one of the main catalysts, with the exchange of opinions about animal welfare from activists in other countries with local activists, awareness started spreading. There were two or three high-profile animal abuse cases which raised outrage and widespread sharing of the abused animals, and this was spread literally across the world. The Animal Party Cyprus was launched, and the animal welfare agenda started rising in politics and in the mainstream media.

Social pressure proved strong enough to trigger the kind of fundamental mindset change needed, proving that there is a natural tipping point for any social issue to become a national issue. The difference between the animal welfare issue and other issues that go ignored is the exposure factor. The more exposure an issue gets on social media, the more likely it is to go nationwide and get the attention it needs to be resolved. Social media is a kind of seeding ground for grass roots movements and it really is surprising how sustainable they are with the right kind of management; moderated groups; responsible posts; respectful debate.

In short, when it comes to animal welfare in Cyprus, Facebook is a dog’s best friend.