On Tuesday, April 16, 2014, 230 schoolgirls, as reported at cnn.com, were kidnapped by the Islamist extremist group, Boko Haram.

The entire world reacted in horror and shock at the abduction. People all over the world took to the Internet, uniting under the rallying cry #BringBackOurGirls. Photos, comforting words, and prayers were directed toward the families of the victims in addition to words of outrage and demands for action to be taken. First lady, Michelle Obama, posted a photo of herself holding up a sign of the hashtag.

Ann Coulter, an American political and social commentator, gained infamy by mocking the movement and posting an image of herself holding a sign that said #BringBackOurCountry. Coulter had taken the hopes and ideas of a global community and manipulated them to draw attention to herself and her ideas. Her motives were purely selfish and distasteful, and the online community let her know it.

However, here’s why Coulter’s tweet was brilliant. Thousands of people responded to her post and retaliated online, commenting angry rebukes and posting parodies of her original post, leading many to believe Coulter’s hijacking had backfired on her. However that is exactly the response Coulter wanted. Her goal of drawing attention to herself and her party’s beliefs was more than met, all through the use and manipulation of the growing phenomenon social media activism.

Many are quick to dismiss social media activism as fake activism, some going so far as to call it “slacktivism”. This is an easy accusation to make as the effort put into hitting the ‘retweet’ button or liking a Facebook page seems to pale in comparison to all the energy expended by generations before us who stood outside for days chanting and waving signs to encourage change. It does also have flaws like often lacking long-term sustainability as well. However social media activism is not something to be underestimated. The enormous community provided by the internet provides for easy crowdsourcing of thoughts and ideas in addition to the instantaneous spread of information. It allows for overwhelming support for movements that force action to be taken and inspire change.

Technology has allowed for widespread involvement in international matters. Social media has provided a platform through which individuals can express their beliefs and ideals globally. Underestimating social media activism and scorning participants for putting in less effort is arrogant and antiquated. Activism isn’t some roller coaster with a height limit allowing only the most fanatical activists to participate. It exists in many forms, all of which are valid and respectable.