(International Journal of Social Science Studies, 2015) Mosharafa, Eman
January 25th, 2011 marks a momentous day for Egypt, and perhaps for the world. The revolution was the largest in the
history of the country. What makes it unique is the integral role that social media played in mobilizing the masses. In
particular, the "We are all Khalid Said" Facebook page served as the national communication corridor which prompted
action. This manuscript examines the specific role of the Facebook page in mobilizing a critical mass. Through a
detailed quantitative content analysis of the page's activity, the manuscript captures the granular online communications
that lead up to the Egyptian revolution. Social mobilization theory is utilized to illustrate how the page was able to
incite such mobilization. Results show that the administrators of the ―We are all Khalid Said‖ Facebook page
implemented a process with five key missions: 1) Creating an injustice frame, 2) Broadcasting activities of defiance, 3)
Emotionally inflaming and inspiring people, 4) Engaging participants, and 5) Organizing a concerted action plan.
