Stop Choosing "Like" To Make Real Change

I was thinking about this article from Malcolm Gladwell in the New Yorker, where he writes, "Social networks are effective at increasing participation—by lessening the level of motivation that participation requires." By lowering the bar for participation, more people can talk about making change but less are actually doing anything about it.

At CRASH in Japan we asked supporters of the tsunami relief effort to do three things, "To Pray, To Give, and To Go." The reality of social networks though is that they have a few more options. Added to the choices are "To Like, To Comment or To Share."

Gladwell quotes evidence that more radical high-risk activism is proportionate to strong-tie connections, (i.e. real friends who are involved). Weak-tie connections, (i.e. acquaintances on social media) are likely to voice their support but less likely to do anything further.

As we work helping children recover from trauma in Japan, the Philippines and Indonesia (and are asked to respond in other crisis regions), we really do need supporters to concentrate on the upper three responses of "Prayer, Giving and Going."

Just for the sake of comparison the worth of each of these measured in units of time given is roughly,
1. Going = 10 days + 10 day's lost wages + cost of the trip
2. Giving = $100 gift = 1 day's wage (8 hours +/-)
3. Praying = 5 minutes daily for a month = 3 hours
4. Sharing = Clicking the share button plus adding your comment = 6 minutes.
5. Commenting = 5 minutes
6. Liking = 5 seconds

Even if every one of my close to 3000 friends and followers on Facebook were to "Like" a post it would be worth barely more than a collective hour when what we seriously need is a full year!

So what is the bottom-line? Let me ask you to stop choosing the "Like" option. It is akin to smiling and waving, to saying "be warmed and filled" when someone in need asks you for help. Instead, please choose at the very least "To Comment" as this allows us to deepen the ties of our relationship so that more meaningful action can occur, or "Share" with your own comment about what we are doing so that others will know what we are doing and join in.

But of course, what is really required to change the world is a higher degree of commitment than just a click on social media. If the really difficult problems of the world are really going to change we must give our time: not just seconds and minutes, but concentrated hours, days, months and years.

___________________________________________________________

Jonathan Wilson leads CRASH Japan, a Tokyo-based non-profit devoted to mobilizing Christian volunteers to make a difference. He is the author of How Christian Volunteers Can Respond to Disasters: Lessons from the 2011 Japan Tsunami and the OperationSAFE Child Trauma Field Manual as well as 震災ボランティアは何ができるのか, くまのリッキーとにじいろのたまご, and しあわせな結婚レッスン12

Twitter: @operationsafe Facebook: https://www.facebook.com/jonathanedwardwilson

Frank Coles

Media all-rounder | Author | Property | Partnerships | Citizenship by Investment | Researcher

9y

I'm sort of agree with this, however, speed of action can also denote effectiveness. And the Like function is powerful social proof, other people 'liking' or agreeing that a subject is notable encourages others to view.. So I always promote others to Like (equates to social proof, many likes = worthy meme), Share (spreads the message/meme), Comment (engages end-users and builds connections) but there is also Subscribe (campaign channel) and Sign (Petition). The last two are extremely effective for ongoing engagement and affecting change at the government level.

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Wade Townsend II

Editor in Chief at Nightwriterpoet.com

9y

Great post short and to the point. Check out some of my latest post when you get the chance. www.WadeTownsend.com

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Val Silver

Author of Rescue Me and One Creation Under God, Holistic Wellness Coach and Educator

9y

Amen! Likes are nice and are a good acknowledgement that I read your post and "liked" it. Sometimes that's enough. But there are times I really want people to go a step further, and ask them to share because it's important to get the word out, especially since FB only sends posts from pages to 10-15% of our followers. Without shares and comments the post is pretty much "dead in the water".

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David Rayome, PMP

Project Manager at Martin-Harris Construction LLC

9y

But internet activism is the new "I'm making a difference" trend!

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Louise Hamilton

Currently seeking a new creative or driving role, part time.

9y

To add another perspective, looking at facebook or wherever from the point of view of someone who is chronically ill and who doesn't get to interact in the world even if they wanted to, likes, shares, and signing of petitions is probably the best we can do to be an activist within our means. It's important to feel as though you are doing *something* when you don't have money or time or energy to donate to a cause. Especially when liking, signing and sharing can be pretty much all you can manage in a day. So these things are still very useful to some, but it does highlight that if someone who is chronically ill can manage those things, then people who have 100% health really ought to be doing that bit more to make the world a better place.

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