Some thoughts on the Ukraine crisis & the role of social media

I wanted to share some thoughts on the ongoing situation in Ukraine and the reactions across social media.

As we helplessly watch families flee their homes and brave citizens fight for their lives, I think about the power of social media, the responsibility of those with online platforms, and whether or not I should comment at all. 

I speak for everyone at Appinio in expressing my horror and sadness at the violence in Ukraine, and how touched I am by the solidarity I’ve seen across the world. 

I also can’t help but feel like this LinkedIn bubble is becoming increasingly hypocritical when it comes to crises like this.

The fact is, it’s very easy to post about a humanitarian crisis of this magnitude when everybody else is. So at what point are we, as individuals and businesses, just adding to the noise? I understand that we are all trying to raise awareness but, as perpetually glued to the media as we are today, are we not already so acutely aware? There surely comes a point where each new post no longer raises further awareness, nor makes more space for those who need their voices heard.

There are dozens of crises, humanitarian, environmental or otherwise, happening every single day. Do we actively seek them out and lend a hand, even when the world is looking the other way? Maybe we do. But we don’t talk about them or raise awareness in an impactful way because, well, still nobody is talking about them.

It begs the question, who are we posting for? Who benefits, other than the echo chamber of our own rather privileged LinkedIn bubble? Is it the people in Ukraine, or simply for our own conscience to align ourselves and our brands with something bigger than ourselves, only to move on with our lives and forget about it when the next media storm happens? I believe everyone has good intentions, and I’m not criticizing anyone for posting, only the general dynamics I’ve seen. 

Like many, I want to express my solidarity, but I don’t want to do so in such a way that distracts from the humanitarian crisis that’s happening in Ukraine at this very moment. Ironically, this post is adding to the very problem I’m describing. But equally, staying silent or continuing to talk about myself and my business felt inappropriate. 

Of course, I cannot stand in solidarity with the people of Ukraine without putting in place initiatives to help them. Equally, I know the Appinio team is eager to find ways to support. So, starting today through the end of March, Appinio will double the donations made by employees to any organization of their choice supporting the Ukrainian or any other humanitarian crisis currently happening. 

Secondly, our app users are now able to make in-app donations to Caritas Ukraine using their coins. For those who are yet to be able to donate coins, they may change their avatar to Ukrainian blue and gold (just a little gimmick) to show their solidarity. 

This war will have a major impact on global politics, and it’s a reminder for people around the world, especially in Europe, to come together and advance the cause of peace. Maybe, together we have the power to become a global “moral superpower”, that in the long run could be the antidote to all these military superpowers, where liberal democracies are in danger, or non-existent.

This is my idealistic belief, but it’s one worth standing for. Let’s not forget that this is Putin’s war, and not the Russian people’s, who are ultimately suffering most from the inevitable sanctions. For now, like all of us, I hope for a swift end to the violence, and for an outcome in which we Europeans, and everyone globally who shares them, know that our values are worth fighting for.