 Activism and especially high-risk activism involves strong-tie relationships, hierarchies, coordination, motivation, exposing oneself to high risks, making sacrifices.Gladwell discusses that social media are built around weak ties and he argues that "social networks are effective at increasing participation — by lessening the level of motivation that participation requires".According to him "Facebook activism succeeds not by motivating people to make a real sacrifice, but by motivating them to do the things that people do when they are not motivated enough to make a real sacrifice".