This project presents a comprehensive understanding of how social movements use identification strategies across multiple digital platforms to build relationships with their publics. Drawing from a theoretical framework that blends dialogic communication, public relations, and rhetorical message strategies, and digital social advocacy, this study examines the Black Lives Matter and March For Our Lives movements. A Twitter content analysis found that Black Lives Matter and March for Our Lives use the sympathy identification strategy most frequently although this strategy did not generate the most engagement from their followers. This project concludes with implications in the areas of public relations and social movement studies.

该项目全面了解社会运动如何跨多个数字平台使用识别策略与公众建立关系。本研究从一个融合对话交流、公共关系和修辞信息策略以及数字社会宣传的理论框架中汲取灵感，考察了 Black Lives Matter 和 March For Our Lives 运动。Twitter 内容分析发现，Black Lives Matter 和 March for Our Lives 最常使用同情识别策略，尽管这种策略并没有从他们的追随者中获得最多的参与度。该项目以对公共关系和社会运动研究领域的影响而告终。