Are Twitter campaigns effective?

Last week saw Joburg pupils and schools join the #Bringbackourgirls campaign in support of the 273 schoolgirls who were kidnapped in Nigeria.

Since then, a debate has started on social media with readers of the [paper] asking the question, ‘Is there any point to the campaign?’

Celebrities, government officials and the like have also jumped on the bandwagon, posting selfies on social media holding placards and urging others to take action against those responsible. Well that’s just it – we all seem to be urging others to take action, but is anyone really taking action?

A reader pointed out that instead of the planning and effort schools put into the campaign, maybe schools should have done something more proactive. Maybe some of the schools should have taken their pupils to a shelter for abused girls, where pupils could be actively engaged in helping someone and making a difference.

While I am of the belief that every little bit of exposure we can give the Nigerian schoolgirls – and I truly hope they are returned to their families soon – I don’t believe that the terrorists are checking Twitter and saying to themselves, ‘Gee, the Twitter community is getting upset, maybe we should return the girls.’

No, I believe the campaign is actually a little bit self-indulgent, and is something that makes

people think they have in some small way contributed and added their two cents to a worthy cause.