This manual was produced for internal use by Build Up, and is shared publicly as supporting material for mediators and peacebuilders engaging in a social media listening process. For questions about the framework or to request support, please contact team@howtobuildup.org
One of the main reasons mediators and peacebuilders are interested in social media analysis is to understand whether there is evidence of divisive behavior online that is affecting the prospects for peace.
Mediators need this evidence of relevant, divisive behavior online in order to determine what aspects of social media are “mediatable”, for example whether a social media code of conduct outlining principles that conflict parties sign up to is appropriate, or whether a clause on the conduct of conflict parties on social media should be included in other agreements being negotiated (e.g. ceasefire agreements). Mediation teams may also need this evidence in order to monitor any agreed code of conduct or clause on social media in an agreement, or to take proactive measures to protect a peace process from social media disruption.
Peacebuilders need this evidence of relevant, divisive behavior online in order to determine what aspects of social media need to be addressed through dialogue or trust-building, for example whether a dialogue with religious leaders is needed to address divisive discourse shared on social media, or whether a narrative change campaign is needed to address intergroup tensions expressed online.
Peacebuilders and mediators may also be interested in social media listening for other reasons – e.g. to add to a conflict analysis, to monitor the impact of initiatives, to understand “talk about the talks”, etc. While recognising this, our focus in this framework is what we identify as the most direct reason mediators and peacebuilders are interested in social media analysis: to understand whether there is evidence of divisive behavior online that is affecting the prospects for peace.
With this in mind, and in order to guide mediation teams and peacebuilding organizations in their approach to social media analysis, we offer a framework that first identifies the categories of online divisive behavior that are relevant to mediators and peacebuilders, and then identifies how these behaviors manifest on social media. It also offers guidance on how to gather evidence that the behavior is pervasive / having an impact offline, and how to gather evidence on attribution, including attribution to networks of users.