Bit of a discussion to finish off Friday.
The above video is probably rather familiar to most of you. It went viral in March this year to great applause, controversy and questioning.
Regardless of what you thought of it on an ethical level, I doubt there is a charity or NGO that wasn't left scratching its head and wondering how they could get that level of media exposure for their own cause.
When the 30-minute Kony 2012 video went live on YouTube on March 5 2012 no one expected it would receive more than 110 million hits, least of all Invisible Children as Ben Keesey, its CEO, openly admits, ‘Our stated goal and we thought it was ambitious was to get 500,000 views of the video online by May 1st. Our most popular films previously on YouTube were in the 200,000-300,000 view count range.’ In the first 72 hours Kony 2012 got 43 million hits. It reached 100 million views on YouTube faster than any video in history. This level of mobilisation is unprecedented.
Well, six months on, The International Broadcasting Trust has released a report:
There's a very interesting page on its reception in Uganda. Though I'm left a little confused by the Key Lesson: 'allow for nuance and complexity' and the Future of Online Campaigning: 'don't overwhelm people with too much material'.
Obviously a delicate balance.
Tom Baker has blogged a much more succinct overview:
Which clearly outlines the key media strategy for any organisation wishing to achieve this kind of viral success.
However, as noted by one commenter, Lucy, the measure of success here has been in how far-reaching the video has been, rather than the change it has effected in Uganda. Worth considering this when working out how to monitor and evaluate your media campaign. What will you be measuring its success on?
What are your thoughts on what we might learn from Kony 2012?