Social media gives unfair advantage to a horde of ankle biters, influences and opinionated individuals to affect things that matter.
Even completely harmful promotion can snowball into supporting harmful behaviour. CTO or senior developer in a small company may feel the need to promote stuff they do by writing technical articles and commenting ongoing debates in the social media. Attaching comments to anything that is trending is important if you want to promote stuff. Suddenly the person is committed with his own name to something he did not thing trough and unintentionally adding side support to some hate campaign.
Even completely harmful promotion can snowball into supporting harmful behaviour. CTO or senior developer in a small company may feel the need to promote stuff they do by writing technical articles and commenting ongoing debates in the social media. Attaching comments to anything that is trending is important if you want to promote stuff. Suddenly the person is committed with his own name to something he did not thing trough and unintentionally adding side support to some hate campaign.