Social media has become an indispensable tool for interest groups, revolutionizing how they engage with the public, mobilize supporters, and influence policymakers. Yet, existing research often studies social media strategies in isolation, overlooking the broader decision-making processes that guide when and why organizations choose between online and offline lobbying efforts.

This study uses a vignette-based survey experiment among interest groups in 10 countries to investigate how contextual factors—such as public opinion, issue salience, and politician alignment—influence interest groups' prioritization of social media versus offline lobbying. Respondents, representing interest groups, are presented with hypothetical scenarios that vary in public and political support and asked to indicate their lobbying priorities. A follow-up explores the motivations behind these choices, examining factors such as cost, audience reach, and perceived effectiveness.

By integrating insights into the strategic considerations of interest groups, we advance our understanding of how these organizations navigate increasingly complex advocacy environments. The findings have significant implications for policymakers, advocacy practitioners, and researchers, offering a framework to better understand the interplay between online and offline lobbying in shaping political outcomes.