Social media users are to be given the chance to raise money for a hard-hitting Amnesty International campaign against Shell . The U.K. branch of the 50-year-old organization announced  over the weekend that it is to use its Twitter , Facebook , and MySpace  accounts to bring in cash to run a full-page newspaper ad next Tuesday, May 18, the day of Shell's AGM.
The NGO's Naomi McAuliffe, said: "Amnesty is a campagning organization, and advertising is a great way of exerting influence. Of course it doesn't come cheap, so we're looking to concerned members of the public to help us pay for a powerful ad."
Everyone knows that social media worked  for Barack Obama on his 2008 presidential campaign, although it was used more as a medium to transmit rather than a two-way channel. Over in Britain, the recent general election was vaunted as the first election that would use social media to both transmit and receive, it didn't quite work , despite the parties using social media and blogs to crowdsource some of the campaign ads, giving rise to some very amusing--and, at times, negative--images.
Amnesty, however, has taken a step backwards by merely using the social networking sites as a fundraising option. Perhaps the NGO should be outsourcing the creative side of its campaigns to its followers as well, in an attempt to generate a feeling of ownership by its supporters--a buzz, if you like, to go with the bucks.
[Image Via Creative Commons ]