1 Advocacy & lobbying for human rights issues A social media model for efficiency Prof. Olivier Arifon, Université libre de Bruxelles Email: <olivier.arifon@ulb.ac.be> This paper presents a comprehensive analysis for efficient advocacy and lobbying cam- paign and use of Information and communication technologies (ICT). Then, case studies are presented. The purpose is to understand how a combination of influence and lobby- ing with ICT could contribute to some success – or failure – specialty with NGO’s on human rights issues with less powerful protagonists than usual procedures of corporate lobbying. Our fieldwork is Brussels and European Institutions. The lobbying activities deploys in the capital of Belgium could be observed and provide interesting results. Context Advocacy and lobbying refer influence on decision-making process or to types of protag- onists such as grassroots movements, private companies, professional bodies or consult- ing agencies. It's an evidence that ICT tools and applications have deeply modifies the conditions and the communication’s strategies of protagonists involved in advocacy and lobbying. To understand the efficiency of ICT on advocacy and lobbying’s a several dimensions’ analy- sis is useful. On one side, we considered actions repertoire, on the other, mediating condi- tions to understand strengths and weakness of the particular sector of lobbying done by NGO on human rights. Several tools or registers of communication could be considered. The key point remains to gain in credibility and accountability. Moreover, the disengagement or some failure of the state, especially in social and envi- ronmental domains, leaves empty spaces, often occupied by NGO's using for that the web 2.0 functions in order to influence decision making process. A ‐ Advocacy and lobbying The content and the borders of the two concepts "advocacy" and "lobbying" (Coen, 2008) remain unclear. They may refer to legal aspect when devoted to change the law elaboration process according to group’s interests. They may also refer to social aspects when protagonists, especially in the social sector, try to advocate one cause. To advocate is to support or recommend publicly, to plead for or speak in favour of one cause. Advocacy is “public support for or recommendation of a particular cause or poli-