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Each year, significant investment of time and resources is made to improvediversity within engineering across a range of federal and state agencies,private/not-for-profit organizations, and foundations. In spite of decades ofinvestments, efforts have not yielded desired returns - participation byminorities continues to lag at a time when STEM workforce requirements areincreasing. In recent years a new stream of data has emerged - online socialnetworks, including Twitter, Facebook, and Instagram - that act as a key sensorof social behavior and attitudes of the public. Almost 87% of the Americanpopulation now participates in some form of social media activity.Consequently, social networking sites have become powerful indicators of socialaction and social media data has shown significant promise for studying manyissues including public health communication, political campaign, humanitariancrisis, and, activism. We argue that social media data can likewise beleveraged to better understand and improve engineering diversity. As a casestudy to illustrate the viability of the approach, we present findings from acampaign, #ILookLikeAnEngineer (using Twitter data - 19,354 original tweets and29,529 retweets), aimed at increasing gender diversity in the engineeringworkplace. The campaign provided a continuous momentum to the overall effort toincrease diversity and novel ways of connecting with relevant audience. Ouranalysis demonstrates that diversity initiatives related to STEM attract voicesfrom various entities including individuals, large corporations, media outlets,and community interest groups.

#ILookLikeAnEngineer: Using Social Media Based Hashtag Activism Campaigns as a Lens to Better Understand Engineering Diversity Issues