The use of social media as a powerful tool for social movement is unquestionable. From Human Rights Campaign's red equal sign and the It Gets Better Project to the more recent #BringBackOurGirls campaign, social media has proven highly effective at drawing attention to a cause.

Any individual or organisation can launch a campaign on social media, but simply starting a movement is not enough. The goal is to champion a cause in such a way that it resonates with others. When it comes to creating a social media campaign that engages with people on a human level, the following five elements are key.

Pick a cause you believe in

The obvious first step is to pick a specific cause – such as raising awareness of a political concern, fundraising for a charity or highlighting an environmental issue. The important thing is that it's something you genuinely believe in. Authenticity is a key aspect of a successful social media movement. A campaign that appears to be self-serving won't resonate with others and is unlikely to have a significant impact.

Define the goal of the campaign

The aim of the social media campaign must be clearly defined. This objective will influence everything from the language used, the platforms that are leveraged to how people engage with the campaign. Determining the ultimate goal will also help to create a compelling call to action. By giving people something they can respond to and rally behind, you greatly increase the chances of the campaign going viral...