  We present a study that examines how a social media activism campaign aimed
at improving gender diversity within engineering gained and maintained momentum
in its early period. We examined over 50,000 Tweets posted over the first ~75
days of the #ILookLikeAnEngineer campaign and found that diverse participation
- of types of users - increased activity at crucial moments. We categorize
these triggers into four types: 1) Event-Driven: Alignment of the campaign with
offline events related to the issue (Diversity SFO, Disrupt, etc.); 2)
Media-Driven: News coverage of the events in the media (TechCrunch, CNN, BBC,
etc.); 3) Industry-Driven: Web participation in the campaign by large
organizations (Microsoft, Tesla, GE, Cisco, etc.); and 4) Personality-Driven:
Alignment of the events with popular and/or known personalities (e.g. Isis
Anchalee; Michelle Sun; Ada Lovelace.) This study illustrates how one mechanism
- triggering - supports connective action in social media campaign.
