Joseph Kony is having a very bad week. And somewhere on a top floor in Manhattan, some media executives may have also realized they’re having a bad week for very different reasons. And they both have to do with this thing called “social media”.
Ask someone what Social Media is about, and they’ll probably say it’s how they keep in touch with friends. Or a way to follow celebrities, share videos of talking dogs or watch cute kids after going to the dentist.

Joseph Kony
But somehow, it seemed like it could be more. It seemed like it should be more.
And this week, among the growing social media clatter, someone got it. A code broken. People rising in one voice, and an African tyrant surely is wondering how he just got called out – not by a giant media company, but one guy with a YouTube and Twitter account.
It all started when film maker, Jason Russell, sent this tweet with a link to YouTube on March 5 at 5:35 p.m.
https://twitter.com/#!/jasonrussell/status/176798134209495040
Simple and uneventful enough. Like pushing a baseball-sized snowball off the peak of a snow-covered mountain. But then it happened.
It was retweeted. And favorited. And posted. And forwarded. And then people didn’t just send to their followers. They sent to influencers. Celebrities with giant followings. Like Oprah and Justin Bieber big. Tim Tebow and Angelina Jolie. Read more »