Just because they click doesn’t mean it sticks! Social media can amplify your message, but it can’t replace human interaction. Know the difference between activism and slacktivism, and remember change is about people – real, in-person people – not avatars. Whatever your cause, be sure to measure what matters, not just impressions, engagement and reach.
Mccafferty, D. (2011). Activism vs. slacktivism. Communications of the ACM, 54(12), 17-19.