I just saw it this morning. Oh my god..
People waking up to the situation over there all because of one man, bring that murderer to justice!
But the Invisible Children campaign may represent the next step in online activism. Previous efforts have been one-sided, with users joining forces against a common foe.
"Now you have two sides going to war in a social media campaign for the public opinion," says Kane.
In the meantime, people are becoming more critical about what they read online, especially when it comes to charitable causes.
"There's definitely a social media fatigue," says Bower. "You can't just put something out there and let it sit. People are going to challenge it."
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Kony is either "no problem" or "not a US interest". Only when he kills enough to catch the attention of the West will his band be of interest.
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But the Invisible Children campaign may represent the next step in online activism. Previous efforts have been one-sided, with users joining forces against a common foe.
"Now you have two sides going to war in a social media campaign for the public opinion," says Kane.
In the meantime, people are becoming more critical about what they read online, especially when it comes to charitable causes.
"There's definitely a social media fatigue," says Bower. "You can't just put something out there and let it sit. People are going to challenge it."
By Invisible Children's own metrics, though, Kony2012 is already a success.
"Last week, there are millions of people who didn't know who Joseph Kony was, and today they do," says Vachon. "There's value in that."
What value it will have for the people of Uganda, however, is yet to be seen