Pros
 

Enhances awareness: Social media engagement, like posting a hashtag, can cause information to go viral and trigger viral conversations on important social issues, potentially resulting in discussions in real life and even policy changes.

Smashes the entry threshold: It provides an easily accessible mechanism through which people can get involved in a cause for the first time, allowing them to gain awareness about issues and engage comfortably.

May lead to greater involvement: Research indicates that online activism can be a stepping stone for more intensive forms of action, for example, protesting, giving money, or giving time. They are no less likely to act offline merely because they are acting online.

May be used for mobilization: The Internet can serve to mobilize and organize individuals for both online and offline activities, making an event more visible and accessible to more people.

Can have real-world impacts: Online petitions have had real impacts, such as forcing legislators to discuss issues that are extremely popular on the web.
Cons
 

Shallowness: It is criticized as a form of "feel-good" activism with no genuine commitment or impact. A like or a share is a low-risk activity that does not require an individual to spend much.

Complacency: It may give the mistaken impression of doing some good, perhaps leading to complacency and reduced incentive to accomplish greater, time-consuming things.

Ineffectiveness: It is easy and fast to do something like signing an online petition, but the political impact can be limited. They are abandoned faster than they were started, and can be swamped in an information sea.

Diversions from real issues: The spotlight on virtual indignation may sometimes obscure the need for tougher and more concrete work that requires deep commitment and strategy to effect meaningful change.

Oversimplification: Complicated global issues can be reduced to an easy slogan or a hashtag, something that can hinder nuanced comprehension and meaningful discussion.