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.