Let me first apologize for blatantly ripping this blog title from CNN. I couldn’t figure out a better way to describe our most recent edition of the Baer Facts. Jay and I talk about the relevance behind activism and the support of causes via social media.
Does this kind of behavior really have any impact? A friend of Jay’s told him, regarding the meme, “Jay, it is literally the LEAST you can do.” We don’t say that to dismiss the people who made the change. But we wonder, what percentage of those people who changed their avatar actually wrote their legislator?
No… really… who wrote their legislator?
Malcolm Gladwell has leveled this type of critiscm at social media. He states that social media does not create movements because the ties are so weak and fragile. We all have to look at ourselves and say, “Why are we doing this? To make a difference or to make sure our friends and connections think differently about us?”
Megan
As a marketing person heavily involved in social media for non-profits I see your point. Getting people to actually make that call is difficult. But, it was difficult before social media was ever a thing and will be difficult no matter what next big thing happens. Done right, social media isn't about getting people to make that call (although it would be really nice) and it's not about getting people to open checkbooks (that too would be really nice). Instead, social media is a tool best used to tell stories and start conversations that expose people to issues they may not have ever been aware of. Did changing profile pictures to equal signs make the supreme court vote in favor of marriage equality? Probably not. But it did spur a lot of media attention and got people talking.