Reach does not equal impact

“Whoever destroys a soul, it is considered as if he destroyed an entire world. And whoever saves a life, it is considered as if he saved an entire world.” from the Talmud.

Do you remember the bit at the end of Shindler’s list,  when all the people lined up to put stones on Oskar Schindler‘s grave?  The point was that the “few” people he saved went on to have children and grandchildren and so on – the queue of people was very long indeed.  Oskar Schindler had a massive impact on a few people and the reach extended far into the future, much further than Oskar could have predicted.

I read something today about social media which seems to equate reach with impact – as if sending a message to 20,000 people automatically means it will have more impact.  How many of those 20,000 people really read or understand the message?  How many of those people will be moved to action?  How many of those people clicked on the message by mistake?  Reach does not equal impact.  Impact is the message,  reach is the delivery method.  Let’s not put the cart before the horse.  If I have an important message and just one person reads it and is moved to action, then I have achieved something.  If I have a inconsequential message that reaches 200,000 people and they do nothing, it’s still nothing.

I’m aiming for 1,000,000 likes, signifying nothing, except my vanity.  You don’t need to get off your couch or even reach for your wallet.  Just push that cute blue button 🙂


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