In a world where a single tweet or Facebook post can spark a global conversation, social media has evolved beyond entertainment to become one of the most powerful tools for social change.
Whether it’s raising awareness for mental health; fighting for justice; or amplifying the voices of marginalized communities, platforms like Facebook, Twitter, and Instagram are reshaping how we advocate and connect with others. But how exactly does social media fuel these movements?
To better understand this, Jamie Longebarger, a social media strategist for Harbor Behavioral Health, explains how these platforms are driving awareness and creating real-world impact for crucial social issues.
One of the most interesting aspects of social media is its ability to democratize information. Traditional media outlets once held the reins of communication, but today, anyone that has an internet connection can create and share content that reaches global audiences in real time.
Twitter, Facebook and Instagram have broken down barriers between individuals and the dissemination of information, allowing people to advocate for social causes directly from their phones.
Jamie Lonebarger explains that the power of social media lies in its accessibility and immediacy. “Social media gives people a voice who may not have had one otherwise. It allows small organizations and individuals to reach a global audience, advocate for change and spread awareness quickly and effectively,” said Longebarger.
Harbor Behavioral Health, for example, uses social media to raise awareness about mental health, substance abuse prevention, and wellness initiatives. This kind of direct access to a broad audience enables organizations to educate and engage people on a global scale.
One the most transformative aspects of social media is the ability to bring together individuals who share similar experiences or struggles. For marginalized communities, social media has become a sanctuary, a space to find solidarity, and resources. Longebarger emphasized the importance of creating safe, welcoming spaces online where people can share their stories and feel hard.
“We use our social media pages to foster a sense of community,” she shared. “It’s not just about sharing information, it is about engagement, responding to comments, and letting people know they are heard. We want to make sure that our platforms serve as a place where people can find resources, support, and encouragement.”
Platforms like Facebook Live, Twitter Thread, and Instagram Stories offer direct, real-time communication between organizations and their followers, making it easier to create interactive discussions and provide immediate feedback. These digital spaces are particularly valuable for individuals who may not have access to in-person support groups or who feel isolated in their communities.
Raising awareness is only one aspect of social media advocacy; the real power comes when these platforms are used to spark action. Social media campaigns can quickly go viral, mobilizing people to take physical steps toward social change, whether it is attending a protest, signing a petition or donating to a cause. For Harbor Behavioral Health, social media campaigns have played a crucial role in driving participants and fostering change.
“We’ve seen incredible engagement with our digital campaigns,” Longebarger said. “Whether it is a fundraiser, an awareness challenge or a call-to-action event, social media helps us rally support. For example, during Mental Health Awareness Month, we launched a hashtag campaign encouraging people to share their stories. The response was overwhelming and led to increased participation in our local event.”
The ability to track engagement provides organizations with real-tine data on how well their campaigns are performing. Shares, comments, and like allow campaigns organizers to assess what resonates most with their audiences and adjust their strategies accordingly.
While social media is a powerful tool for social change, it does come with its own set of challenges. One of the primary issues is the spread of misinformation, which can quickly distort the message of a cause or create confusion.
Longebarger talks a lot about the importance of responsible content creation, ensuring that all shared information is fact-checked and comes from reliable sources.
“Misinformation spreads just as quickly as accurate information,” she explains. “That’s why [we] ensure all of our content is fact-checked and comes from credible sources; it is crucial for organizations to establish trust with their audience.”
Looking forward, Longebarger believes that social media’s role in advocacy will only continue to expand. As new technologies like artificial intelligence and virtual reality develop, they have the potential to create more immersive and impactful experiences for social media campaigns. Allowing movements to reach new levels of engagement and visibility.
Social media is no longer a tool for entertainment; it is also a powerful agent of social change. As Jamie Longaberger illustrated, platforms like Twitter, Instagram and Facebook allow individuals and organizations to connect, amplify voices and drive action toward critical social issues. The ability to raise awareness, support and create a lasting change has made social media one of the most influential tools in modern advocacy. While challenges such as misinformation and online harassment do exist, the benefits far outweigh the bad, making social media a necessary resource for those working to shape a more equal and compassionate world.
