This chapter examines the various ways that participants in the 2018 uprising used Facebook to organize and promote the movement, focusing on the organizational capacities of social media in harnessing movement growth. The methodology employed involved culling Facebook posts from a selected date range around the various uprisings and then categorizing the resulting images. I inductively established four categories of purpose that reflect the technological affordances of the platform. It further argues that activists should think tactically about how their various movements could apply these affordances to their respective movements, rather than glorifying digital communication technologies and their capacity to build movements. It would be far more beneficial to have a balanced view that recognizes the existence of very specific uses that can be made of social media platforms, while recognizing the dangers of a technologically deterministic viewpoint that negates the importance of building larger real-world structures.