Social media is good for a lot of things, mob rule and destroying reputations chief among them writes Michael Brull. A few days ago, a video of a crying boy in the United States went viral. The 11-year-old boy, Keaton Jones, had been bullied at school, and his mother recorded his tearful reaction. “Why do they bully? What’s the point of it,” he wondered. They poured milk on him, put ham down his clothes, and threw bread at him. He was deeply upset, and the video took off on the internet.