Kellogg School of Management at Northwestern University

Tony Dokoupil, writing for the Daily Beast:

But this past March Russell struggled to turn off anything. He forwarded a link to “Kony 2012,” his deeply personal Web documentary about the African warlord Joseph Kony. The idea was to use social media to make Kony famous as the first step to stopping his crimes. And it seemed to work: the film hurtled through cyberspace, clocking more than 70 million views in less than a week. But something happened to Russell in the process. The same digital tools that supported his mission seemed to tear at his psyche, exposing him to nonstop kudos and criticisms, and ending his arm’s-length relationship with new media.

Via professor of marketing Neal Roese.

Subscribe

Get the latest from Kellogg Insight delivered to your inbox.