Final answer:
Frank Kenny suggests that a common misconception about social media marketers is that their work naturally results in increased social and political engagement. In reality, social media may only lower the cost of participation without deepening involvement, and can often misrepresent reality through crafted online personas.
Step-by-step explanation:
One of the major misconceptions about social media marketers is that their work primarily leads to increased engagement in social movements and political campaigns. However, according to Frank Kenny, this view overlooks the complexity of social media's role in public discourse. Insights by Malcolm Gladwell and further analysis suggest that while social media facilitates the spread of information and lowers the cost of participation, this does not necessarily translate to deeper engagement. The evidence suggests that much of the participation may not even come from those on the ground but could be from outsiders.
Moreover, social media campaigns can be misleading due to the creation of online personas that reflect an ideal self, rather than the true self. This shapes the perception of reality by users and influences political and social discussions. Online platforms, while amplifying voices, may also perpetuate discourses favoring the views of certain demographics, notably affluent white males, as noted by Gamson, Croteau, Hoynes, and Sasson.
Furthermore, the incorporation of social media in political strategies reflects an acknowledgment of its power to reach specific demographic groups, primarily younger, more educated, and technologically adept audiences. Yet this seeming inclusivity does not necessarily lead to a well-informed public sphere. As Frank Kenny might agree, it is essential to differentiate between the surface-level popularity or 'viral' nature of a message and its genuine influence on public engagement and opinion formation.