Some people seem to have a massive over-estimation of the reach of social media and its effect(s) on democracy around the world. Twitter, Facebook et al are merely tools that can be used to spread democracy and to facilitate participation – it can’t overturn election results!

Its power lies purely in the ability to stir people up and to encorage them to take action – as an electronic format, it has absolutely no power in and of itself. Nothing more than be done. Joining a Facebook group, tweeting or blogging about a topic and the like make no real difference (but then again, neither does one person’s leafleting, canvassing or voting!).

However, in many ways raising awareness – which social media is particuarly effective at – is the most important thing that can be done. Public opinion is extremely powerful on the domestic stage, even if it is much less so on the international stage, particuarly in states where democracy is tenuous anyway.

Social media has not yet reached its potential – and it will never reach its full potential, since that requires nigh-on 100% participation across the population of the world. Obviously impossible!

Social media can’t guarantee global democracy. Social media can do no more than encourage and cheer on democracy. It takes feet on the ground and votes in the ballot box to guarantee democracy, just like it always has. It is just easier to organise and inspire through the internet and democracy.