Gladwell makes a good point about social media simply being an “organizational tool,” however I still agree with Shirky that the recent protests would not have been as large and effective without social media. Yes, they would have happened still, but they wouldn’t have gathered so much attention so quickly. It is the fact these revolutions happened so quickly that makes them so newsworthy; and that is accredited to social media.
Land’s End’s retail patterns didn’t change because they already have a loyal group of customers who are going to seek them out on Facebook. They are using social media to keep their customers informed about monthly sales rather than focusing on gaining new customers. The company is a niche retailer with very little room for growth.