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4 Discussion

In this paper we have offered an overview of #DaTactic, a new methodology for enabling citizen and NGO initiatives through social media. The results of the evaluation of its second edition have provided valuable insights about the usefulness of the proposed strategies. First, we have confirmed that the communities of users who participated in the offline event exhibited a more cohesive structure. We also note that NGOs communities and networked social movements (e.g. 15M movement) should be taken into account when oline campaings are launched. The event included training sessions as well as specific sessions to prepare contents to be diffused, which were mostly images. The distribution of tweets over the number of received tweets shows that the tweets that contained images were more likely to be retweeted. Consequently, we confirm our hypotheses of creating multimedia content and gathering offline profiles to increase online impacts. Finally, although most politicians ignored the mentions on Twitter related to #OccupyEP2014 ; we report that NGOs, media and journalists are valuable actors to increase the visibility of online campaigns.

Acknowledgements. We would like to thank Tamara Izko for her valuable suggestions that helped to improve the manuscript.

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