This article comments on an exploratory study by Pavan (2013) of collective action
and social media. The proposed model in the study suggests blending evidence from actors,
connections, content, and distribution of online messages, but limited blending is presented.
Further, the study lacks a longitudinal dimension; data was collected on a single day and no
follow-up study for the annual event was conducted or proposed. This article compares Pavan's
study with another examination (Howard et al., 2011) of social action and social media that
does examine more data from more sources, all across time. While the exploration and proposed
research design is interesting, further development, along with longitudinal data collection, would
have strengthened the work.