July 1, 2013

Facebook "Liking" Doesn't Make a Difference

From thedrum.com, Crisis Relief Singapore shows liking Facebook photos doesn't make a difference in a new campaign. Hands giving the "thumbs up" gesture were photoshopped into actual disaster photographs to illustrate how "likes," while increasing awareness, do little to deliver relief and support. Article here.
Credit: Crisis Relief Singapore
Is this an issue with Facebook, etc., or with certain charitable asks? (Large scale international and/or chronic regional.) Now that (social) media consumers are exposed to more information than they can possibly absorb or process, what is the most effective approach?