The trouble with social media is that it is virtual.
We make virtual friends and virtual enemies online. We spit out our anger and cry in grief on a virtual stage where we may or may not be heard or noticed. We express our disgust over a person or group that may or may not read us, or do not even care.
Some 20 years ago, when it was known only as the Internet, social media, though limited in use by the elite who had access, was a strong and potent weapon for mobilizing direct popular action. They put their causes on email and text messages and the public would act on them. Today, social media has been democratized.
Everyone with a cellphone has a microphone and a stage to gush or rave or rant or cry and react.