Early Wednesday afternoon, I scrolled past a tweet containing the phrase “a flotilla of Portland kayaktivists joined the danglers.” Needless to say, I was hooked. I expected the tweet to lead to a variation of outlandish, Portlandia-esque activism and maybe a Unipiper sighting. When I clicked the embedded link, however, I found so much more. An entire movement was taking place—and thanks to social media, I was able to spend the next two days following along in real time. What I saw was a coordinated, social effort that spanned multiple platforms and reached millions organically.