Occupy PR: An analysis of online media communications of Occupy Wall Street and Occupy London

This article explores the communication strategies and struggles of the Occupy movement from a protest PR perspective through the analysis of online communication and digital footprints of some of the most prominent English-language Occupy groups: Occupy Wall Street and Occupy London. To do so, the article uses Adi & Moloney's (2012) social media audit principles and Sommerfeldt's (2011) mobilization resources together with social media data analysis platforms like Foller.me, Klout.com, Alexa.com and Ahrefs.com. It shows that like corporations, Occupy groups also struggle to find the balance between managing their reputation, controlling their image, sharing their messages and identifying and incentivizing conversations online. (C) 2015 Elsevier Inc. All rights reserved.