Something that's been bothering me for a while: smart, nice people that I count among my friends tend to "signal boost" (likes, reposts etc) a lot less than other people.
Your racist uncle is going to reshare whatever bullshit he comes across.
Your kind, well-educated friend will not. Not unless they truly and properly fact-check everything and believe everything.
And that's why
a) the Right wins the social battle
and
b) my music, writing and #wordrush have next to zero reach.
(I always boost)