Norms-shifting on Social Media: A landscaping of programming

Social media approaches are increasingly used in SBC and norms-shifting interventions. Yet, no standard definition of social norms-shifting social media interventions seems to exist to date. In understanding programming approaches and strategies to shift norms on social media, we need to look at how they are designed, implemented, what behavioral change theories drive them and how they stimulate or affect processes that shape norms and ultimately behavior change. This working paper aims to make an inventory of the numerous strategies that projects have used for norm-shifting on social media. The working paper proposes a typology of strategies, identifies what is known about the norms-shifting of each strategy, and identifies knowledge gaps to be unpacked in future research.