The Morality of Public Shaming

Click HERE for article.
An interesting argument on how public shaming via social media may not work in today's society, thus sounding the death knell to online vigilantism.
The recent case of Amos Yee also shows that public shaming has little impact on those who are attention-seekers who covet the attention on them.....

Qn:
1) Is silence always golden?
2) Can social media really effect change?