Social media campaigns whose goal is activism (i.e. buy a product, join a movement, etc) should encourage interaction and responses from publics (Housley et al, 2018). For example, if Starbucks is promoting a new latte, it should issue a Facebook post, Tweet or Instagram post that perhaps asks a question and/or engages with an influencer or celebrity such as asking Taylor Swift what her favorite type of latte is. This encourages her to engage in a discussion and brings her followers into the discussion. “Sharing, receiving, and recirculating of information “gifts” is central to the very social and technical frameworks on which these media function?” (Lewis, 2015).