Why Women (and Men) Are Marching Today, According to Twitter Data

What initially began as a Facebook event has morphed into a cultural moment, a juxtaposition of the previous day's inauguration of America's 45th president, Donald Trump. Heather Whaling is CEO of Geben Communication, a PR and social media agency with offices in Columbus, Ohio, and Chicago. She serves on the board of The Women's Fund of Central Ohio, mentors women entrepreneurs, and is a vocal advocate for paid parental leave. On the issues, it's increasingly difficult to find commonalities between Trump supporters and the marchers who will flock to DC and other cities around the country. Yet both groups share at least one tool in their toolbox: A mastery of social media as the go-to channel to amplify viewpoints and shape perceptions.