Social media revolutions

This commentary explores how, despite the best efforts of social change groups, governments and marketing communications professionals, having people change their minds remains difficult. The author explores how social media served as a means for the “Arab Spring” movements in Egypt and Tunisia to communicate with Western media, thus raising the profile of the movement and keeping it top of the public, media and policy agendas. The author puts forward the idea that professional communicators should use hope instead of fear when marketing an idea.