calif0rnia—dreamer I found it, I really like her :)
The answer to "what should a social movement do" appears to be just "things other than public protest." Social movements should accumulate soft/hard power as necessary to achieve their goals, and do things that are actually persuasive. For example, the time and resources spent on a public protest could be spent flooding the feedback forms (phones, email, etc.) of the people in power, instead.