...videos go viral; not all advocacy campaigns that use social media succeed in creating such a buzz. Even when we do see a short-
term awareness-raising effect, it’s not at all obvious that this creates any long-
term, lasting impact on social interest. According to data from Google Insights,
searches for the
term “Joseph Kony” did spike dramatically in the days after the KONY video’s release, but afterward they petered off to the same level as before. The same is true for
search terms like “war crimes,” “child soldiers” and “international criminal...