One of the forces that tend to drive social media changes is the inherent immediacy of online communication. This is the main reason why many individuals tend to follow their altruistic urges and propagate positive messages while trying to make them go viral. The core issue with this force is that the willingness to support impulsive altruism comes with a serious disadvantage that is linked to the necessity to resort to online punishments. For instance, a person or an organization could be discussed on Twitter for inappropriate behavior or mistreating a customer, respectively. With this information in mind, it is safe to say that altruistic punishments create an environment where social networks, such as Twitter could be utilized to preserve social norms and enforce them on most users. The negative connotation is going to spread quickly, forcing the object of altruistic punishment to issue an apology as soon as possible.
Another driving force that can be associated with Twitter or any other social network is trust. The latter means that the majority of users might not have access to the desired level of privacy. The absence of safety and consumer trust continually alters the social media industry because everyone is preoccupied with protecting their personal data. The growing number of influencers and bloggers shows how the volume and quality of content published online continue to increase. The case of Twitter and the rise of the cancel culture became a thorough display of how certain individuals could explain their lack of trust in a certain brand or celebrity. Twitter is one of the best examples of how the power of community could be translated into effective change both online and offline.