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The most positive social media story in 10 years

Mark Schaefer
3 min readMar 1, 2022

Like millions around the world, I can’t take my eyes off the news coming out of Ukraine. As I write this, the developments are heart-breaking and infuriating, but whatever hope is coming out of the war is being delivered by social media.

At the heart of this crisis, we are witnessing the most important and positive social media story in 10 years.

The first global star turn for social media was the Arab Spring 10 years ago. A wave of pro-democracy protests took place in the Middle East and North Africa beginning in 2010 and 2011, challenging some of the region’s entrenched authoritarian regimes.

The wave was enabled by social media and the world took notice. For the first time in history, ordinary people could instantaneously coordinate efforts across cities, nations, and even continents. Social media was creating dramatic social change.

The world watched in fascination as street-level stories from people on the scene flooded the news. Twitter landed on the cover of Time magazine for the first time.

And now Ukraine has elevated social media and citizen storytelling to the center of the news cycle once again.

Ukraine on our phones and in our hearts

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Mark Schaefer
Mark Schaefer

Written by Mark Schaefer

Keynote speaker, marketing strategy consultant, Rutgers U faculty and author of 10 books including KNOWN, Marketing Rebellion, and Belonging to the Brand!

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