Marquis De Carabas

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Marquis De Carabas
Posted over 1 year ago
The Kony 2012 Controversy: Does this discussion apply?
I had much the same response. In fact, I wrote a piece about this very issue a few months ago for the IR Journal here at UCLA. The Slacktivism of Generation @: "...Lastly, and with a view to looking at Slacktivism in general, an argument can be made that dismissing 100 million views as mere “sound and fury” misses an important lesson from the “real” world of business. The Direct Marketing Association states that on average you can expect to get a 2.6% response rate to a direct marketing campaign. From 100 million views, that translates into over 2.6 million “customers.” In fact, the DMA suggests that the direct response rate for non-profit campaigns is closer to 5.23%. The idea that people would willingly respond to unsolicited advertising, and yet somehow would NOT respond to a viral campaign appears to be illogical. If you read an advertisement for a new iPad, you are an active consumer… but if you watch KONY 2012 you are a Slacktivist!"