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The KONY Video: What Worked and What Didn’t Work

Filed under: Social Media — admin @ 9:47 am March 26, 2012

Why the Video Didn’t Work

  • Lack of facts. The team behind the video apparently did not fact check. The reports on the whereabouts of Kony and the size of his army is not accurate. If you plan to put something on the Internet you want shared, make sure your facts are double- and triple-checked (especially if you’re pointing fingers at let’s say… the government).
  • Unclear cause. Inevitably, the video might end up making Invisible Children more famous than Kony himself. And even if the world knows the Kony name, what good is it if he is still out there?  I suggest having a targeted website, not Invisible Children.com, as well as a separate Facebook page for the cause.
  • Wrong call-to-action. I know I mention the call-to-action above as a success, but it was the wrong action. Posting a video on your Facebook wall and hanging up a poster doesn’t mean you contributed to the cause. The Huffington Post calls it a “hollow kind of activism.”
  • Where’s the money?  According to the group, “only 32 percent of the $8.6 million it raised last year [went] toward direct services.”  When asking for donations or having an e-commerce for a cause, it’s important to either direct the funds to another channel or be up-front about where the money is going.
Read full article via spinsucks.com

My take: Interesting that no one seems to focus on the reason this video went viral; i.e. it’s a visually and emotionally moving film. Would a grainy, jerky, amateurish video have gone viral? Doubt it.

 

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