Sandberg ... doesn’t understand the difference between a social movement and a social network marketing campaign. Just because digital technology makes connecting possible doesn’t mean you’re actually reaching people.
People come to a social movement from the bottom up, not the top down. Sandberg has co-opted the vocabulary and romance of a social movement not to sell a cause, but herself.
She says she’s using marketing for the purpose of social idealism. But she’s actually using social idealism for the purpose of marketing.
I think it's fitting to switch around the nouns on this passage because the underlying question is what technology can truly accomplish. It can do a lot. Online technology has great promise for expanding education, but it can not supplant the college experience.
Thousands of "students" in a MOOC imply that the teacher of the MOOC must be better than other teachers -- but what it really means is that the prof in front of the MOOC is at a more-elite, more-connected institution, and, yes, may be a better scholar. But do we really think the best scholars are de facto the best teachers? Was Einstein renowned for his large lecture courses?
Take heed, MOOCs: "Connecting" people is not "reaching" people.