'Twitter was Like Magic!'

Drawing from over a decade’s worth of qualitative research on high-profile feminist initiatives such as Hollaback!, Everyday Sexism, Who Needs Feminism?, The Vagenda, and SlutWalks, this chapter explores the practical techniques and experiences of feminist leaders who harness social media to organize, launch and communicate their feminist views to a range of stakeholders, participants and authority figures. Although the chapter provides new insights into why and how feminist leaders use social media in their activism, it raises broader questions about the use and effectiveness of social media to instigate social, cultural and ideological change.