“The kind of activism associated with social media isn’t like this (grass roots social activism) at all. The platforms of social media are built around weak ties. Twitter is a way of following (or being followed by) people you may never have met. Facebook is a tool for efficiently managing your acquaintances, for keeping up with the people you would not otherwise be able to stay in touch with. That’s why you can have a thousand “friends†on Facebook, as you never could in real life.”
Malcolm Gladwell in his article “Small Change” from the New Yorker.
Full article here: Small Change