Introduction

Social media is touted as the ultimate tool for movements, and it may well be. Where else can a group with no money, no voice otherwise, and no access to influence in the system go to advocate change?

The answer is quite a few actually. No offense to Mr. Khan or Keller, but social media is a tool, not the end all be all of grass roots movements.

Questions

Q1. What has social media accomplished?

One example given by Mr. Keller and Douglas is the WTO meetings in Seattle, and how social media enabled the organization of protest movements.

Beginning with the 18 June 1999 ‘Carnival Against Capital!’ demonstration that covertly organized hundreds of thousands of protesters (including labor, environmentalist, feminist, anti-capitalist, animal rights, anarchist, and other groups) throughout the world to demonstrate in new found solidarity, the Carnival continued with the infamous ‘Battle for Seattle’ against the World Trade Organization (WTO) meeting in December 1999. Thus, an international protest movement surfaced in resistance to neo-liberal institutions and their related globalization policies, while democracy, social justice, and a better world were championed.

What does not get mentioned is the protests were by and large ignored, and the WTO continues to operate unfettered. Bluster and noise, now a forgotten footnote in obscure writings. As is also the case for IRAQ war protests also mentioned in the article.

Does that sound familiar? How many “movements” have started on social media, made some noise, and peter out within months.

Conversely, women’s suffrage, prohibition, removal of prohibition, civil rights, are all powerful examples of grass root movements that DID affect change, and did so without the benefit of electronic media.

Social media can claim accomplishments to a degree, but comparatively speaking, it is a drop in the historical bucket.

Q2. How to truly empower social media?

If we can assume Q1 is correct, then the next question must be why? Ease of use might be one common reason. Successful grass root movements actually require grass roots level effort. Posting on social media and waving signs aren’t going to frighten the establishment any time soon.

Use of social media to organize practical change can. For instance, in lieu of emotional slogans and zerg rush post movements that will be ignored and forgotten, a movement might instead try to educate their target audience. Explain the issue, and provide channels the audience may use (numbers to representatives, company meetings, donation targets, etc.). In general, keeping in mind the social media is a tool and not an end will pay dividends.