One of the most fascinating things about social media is that many people don't defend facts. They defend beliefs. When people see a post, they rarely process it as pure information. They filter it through their politics, experiences, loyalties, emotions, and personal identity. If a post challenges something they believe in, the reaction is often immediate. Not because the information is wrong. Because the information is uncomfortable. Psychologists call this motivated reasoning. Instead of starting with the facts and forming a conclusion, people start with the conclusion they want and then look for reasons to support it. That's why you often see the same pattern. First they attack the facts. "If those numbers are wrong, the post is wrong." If that doesn't work, they attack the source. "Where did you get this information?" If that doesn't work, they attack the messenger. "Who does he think he is?" If that doesn't work, they attack the presentation. "That picture is misleading." Notice what happened. The conversation moved further and further away from the original issue. The real question never gets answered. People begin debating the photo, the wording, the tone, the source, or the person who posted it. Anything except the actual issue being discussed. This is called cognitive dissonance. When people are presented with information that conflicts with what they already believe, they experience discomfort. They have two choices: reconsider the belief or reject the information. Many choose the second option because it's easier. Then there is tribal psychology. Sometimes people defend things they privately know are wrong because they feel loyalty to a group, an organization, a political party, a leader, a school district, or a movement. They're not defending the action. They're defending the tribe. The next time you post a question and the comments become entirely about the picture, your tone, your motives, or your character, pay attention. You may have learned something important. The debate may no longer be about the issue itself. The debate may be about whether people are willing to admit the issue exists.