It is how we use it — and how we should not — that needs to improve.

Ordinary people have turned out to be extraordinary at shifting minds, and that is a problem for leaders who are complicit in what is happening in Gaza. Those who thought social media posts had no effect were wrong: they do have an impact.

The challenge is how to make ours more impactful.

Questions to ask before you post

• Audience. Is this appropriate to the people who will see it? Are there children, or people for whom the framing may be misread and undo the message? Are we framing the point so it can be received — or to feed our own ego?
• Repeated idea. Is this new, or the same argument reworded and no better than the last one? Repetition is useful, but it crowds out new ideas, and too much of the same does damage.
• For us, or for others? Are we posting to feel like we are doing something, or will this actually reach someone? Is it of value to the audience, or just more noise?
• Echo chambers. Are we recycling ideas we already hold to people who already hold them — or bringing new information and new approaches that lead to new solutions?
• Arguing or debating. Are we mounting an immovable emotional defence, or presenting facts and evidence and taking the counter-argument apart?
• Preaching or teaching. Are we telling people what to believe, or showing them what to do and how? What does the audience actually take away?
• Our thoughts, or more of everyone else’s? Are we leading thinking, or following blindly? Are we unable to express a view, or just afraid to? Does the issue matter enough to us that we will voice our own contrary view?
• Creators or consumers. Are we creating content and ideas, or only forwarding them? We criticise “the media” — but what content are we making, for whom, and how effective is it?
• Shareable. Can it be forwarded outside our group and still be relevant? Will it mean something different out of our context?

Used well, it changes things

Whether the issue is Palestine, human rights or domestic politics, social media used effectively is a very powerful force. Used badly it can convince us we are bringing change while we are screaming into the wind — or worse, crowding out valuable input.

Many people are happy to post among those who share their view, but not where they might be challenged. Many take it personally when they are. Both habits make us less effective.

So before you post — or when you read a post, including this one — ask: is it appropriate and value-adding for this audience? Is it a new idea or a rehash? Is it mine, or someone else’s? Is it teaching or preaching, and can others act on it? Can it stand alone if shared? Is it self-serving, or of benefit to others? Have I said why I think it needs to be shared?

Shared by the South African Muslim Network (SAMNET) in the interest of making more impact with social media.