Sandberg may mean well, and she may be setting up a run for national office. But she doesn’t understand the difference between a social movement and a social network marketing campaign. Just because digital technology makes connecting possible doesn’t mean you’re actually reaching people.

People come to a social movement from the bottom up, not the top down. Sandberg has co-opted the vocabulary and romance of a social movement not to sell a cause, but herself.

She says she’s using marketing for the purpose of social idealism. But she’s actually using social idealism for the purpose of marketing.

Maureen Dowd, in Pompom Girl for Feminism, pushes back on Sheryl Sandberg’s Lean In.

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