From the OC Register:
Experts say social media lower the entry barrier for social action compared with traditional organizational methods. By the same token, the messages sent out online are easy to ignore. "I get emails and messages every day asking me to do stuff, and I just delete most of them," said UC Irvine sociology Professor David Meyer. "If a neighbor knocks on your door, you'll talk to them. It's harder to ignore, but it's also harder to reach people." Social media may be an effective tool for organization, but the success of a movement on such networks depends on the call the protesters are making. Here, the medium is not the message.

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