I think organizing public action through virtual means makes things weaker.
I was listening to a lecture by David Graeber the other day and one of the points he made was that in the past, public action was much easier. For instance, he points out that in a not-too-distant era of American history, you would see things happen like farmers showing up at a neighbor farm's foreclosure auction, bid a buck or whatever on the property, then give it back to the farmer the bank was claiming it from.
Send me a link to this lecture, Mike. I would like to know if this public action taken up by farmers is locally isolated or on a national level.
It's much more difficult for something like that to happen now, in part because it's much more difficult to develop the networks and trust when everything is non-localized.
I think organizing public action and protest through electronic means makes it much more likely that it will be infiltrated and diverted from its actual goals. And while there's something to be said for a diverse movement, there's also something to be said for having skin in the game. A well-off northerner traveling to the south during segregation to engage in protest, for instance, is putting something on the line. You have to build up trust and become part of a community.
I guess if I had to defend FB as socially beneficial: It is an inexpensive means of getting the word out to a greater number of people. If I were, say, a poor person, I could easily go into a public library and use their internet connection/computers to establish/create a demonstration through facebook that will reach a broader range of people rather than printing out pamphlets/fliers and distributing them. As you have addressed, there are variables when considering this dynamic: whether the average user can trust you, if anyone cares about the issue, infiltration by outside opposition, disinformation, and the importance of the cause to others.
I completely agree that people such as the Freedom Riders back in the 60s showed a tenacity to the civil rights struggle that could rarely be questioned. Though, there is questionable authenticity when you approach any movement, but the people that are already a part of the movement have essentially created a trust bond with those people around them by being a part of the numbers in support.
The difference with something like Occupy & electronic organization/protest is that people aren't putting nearly as much on the line - they're more free to engage and disengage at will. How much trust and solidarity can you even build?
I think this is, by far, the most important aspect to the problem with electronic organization. A person needs to stay involved in order for the organization to build its strength. I'm especially guilty of this when it comes to donating/signing petitions for online organizations. They aren't as effective online.