The development of social media challenges the established conceptualizations of resources in social movements. While previous theories largely illustrated social movements as constantly searching for new and more resources, the development of social media has allowed some actors to gather and mobilize extensive resources rapidly, calling for an analysis of resource abundance. The aim of this article is to analyse how netroots organizations strategically act upon digital resource abundance and particularly focuses on how resources are mobilized and managed and how netroots organizations create organizational structures on social media. Three Swedish netroots organizations are used as empirical cases. This article shows that digital resource abundance is rewarding but also resource demanding as netroots organizations has to act like a Phoenix, the Greek mythological bird, as they constantly need to ‘reinvent’ themselves by being present and active on social media in order to maintain their digital resource abundance.

社交媒体的发展对社会运动中已确立的资源概念提出了挑战。尽管先前的理论在很大程度上说明社会运动是在不断寻找新的和更多的资源，但社交媒体的发展已使一些参与者迅速收集和调动广泛的资源，要求对资源丰富性进行分析。本文的目的是分析网络根组织如何对数字资源丰富性采取战略行动，特别是着重于如何调动和管理资源以及网络根组织如何在社交媒体上创建组织结构。三个瑞典的网络根组织被用作经验案例。本文表明，数字资源的丰富不仅有益，而且对资源的要求也很高，因为网络根组织必须像凤凰城一样行动，