Support OR Clicks

What Does Actual Support for Others Look Like in Our World Today?

I didn’t realize how hollow the word support had become until I caught myself clicking “like” on an article I hadn’t read. Not skimmed. Not reflected on. Just clicked. In that moment, I wasn’t supporting someone—I was acknowledging their existence. And in a world built around “brand me,” those two things are no longer the same.

It can be confusing to know what genuine support for friends and colleagues really looks like today, especially when so much of our interaction happens online. Does clicking the “like” button on a posted article or comment actually mean that someone read it?

I’ll admit—I have clicked that feel-good button myself without fully reading the article. As someone who writes short pieces, those clicks do provide a sense of accomplishment. But eventually, I began to wonder: if I am clicking “like” without reading, then others are probably doing the same. It was a bit deflating to realize that maybe no one was actually reading my pontifications. Huh.

Why do people choose to click “like” rather than invest a few minutes to read something in full? So many of us rush through nearly everything today. Is our time really so valuable that we can’t spare three minutes to read something thoughtfully? Somewhere along the way, we convinced ourselves that skimming ten items is better than fully reading three and reflecting on what might be learned. This habit diminishes our ability to truly pay attention—and limits the meaningful ways we can support, encourage, and invest in others.

My commitment moving forward is to more intentionally support and lift up those I follow. Can I support people in a better way? Beyond the clicks, am I willing to engage more deeply and more effectively?

Support means doing something for others without expecting anything in return. So how do those of us in positions of influence use that power for good? How does a veteran coach or athletic director support a novice in ways that accelerate development? How do we invest in others to help them avoid mistakes we once made? Can we help them “close the gap” and mature more quickly—professionally and personally?

Surface-level generalities rarely change the trajectory of someone’s life. Real support does. So, I find myself asking: am I truly supporting others, or am I just clicking the “like” button? The button is easy. It signals, “I saw you.” But at best, it is hollow and surface-level. Is it better than nothing? Perhaps. Is it making a real difference? I think you already know the answer.

About nine months ago, I was part of a conversation about growth that centered on an important question: do we expand wide or deep? “Wide” means reaching more people with limited depth or ongoing support. “Deep” means reaching fewer people but making the experience more meaningful and transformational.

Standing on a stage for 45 minutes in front of 1,000 people and delivering a great leadership speech is exciting. But how much will the audience remember a month later? I once listened to a charismatic speaker at the National Athletic Director’s Conference. The hour was inspiring and entertaining. A week later, I couldn’t remember anything he said—or even his name. It’s sobering to think that conference organizers likely spent five figures, yet the impact was minimal and fleeting.

Going deep with fewer people allows space for real growth and lasting behavioral change. You can debate which approach is better, but I prefer depth. A groundswell of meaningful change begins with a committed few. Commitment doesn’t come from overviews; it requires deep, meaningful, and ongoing work.

As we move into 2026, I hope you occasionally resist the temptation to simply click “like.” Instead, leave a comment. Offer feedback. Write a sentence or two. It makes a difference. Commenting says, “I see you, and I appreciate the time and effort you put into this.”

If people truly read this, I may get fewer “likes” next time. But maybe—just maybe—I’ll get a few more comments.

Here’s the challenge:
The next time you feel your finger hover over the “like” button, pause. Read the post. Reflect on it. Then choose one person to support deeply—not publicly, not performatively, but meaningfully. Send a note. Ask a question. Offer encouragement. Share wisdom. Invest time.

Support isn’t a click.
It’s a commitment.

So, choose wisely.
CLICK… or SUPPORT.