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acebook users shape their online identity implicitly rather than explicitly

This shopping binge in an online identity supermarket has led to the proliferation of what I call “slacktivism”, where our digital effort make us feel very useful and important but have zero social impact

In a perfect world, this shouldn't even be considered a problem: better donate a penny than not to donate at all. The problem, however, is that the granularity of contemporary digital activism provides too many easy way-outs: too many people decide to donate a penny where they may otherwise want to donate a dollar

The problem is that most of these campaigns do not have clear goals or agenda items beyond awareness-raising.

Asking for money could also undermine one's efforts to engage groups members in more meaningful real-life activities: the fact that they have already donated some money, no matter how little, makes them feel as if they have already done their bit and should be left alone

Some grassroots campaigns are beginning to realize it: for example, the web-site of "Free Monem", a 2007 pan-Arab initiative to free an Egyptian blogger from jail carried a sign that said “DON'T DONATE; Take action” and had logos of Visa and MasterCard in a crossed red circle in the background

his was a way to show that their campaign needed more than money as well as to shame numerous local and international NGOs that like to raise money to “release bloggers from jail”, without having any meaningful impact on the situation on the ground.

Psychologists offer an interesting explanation as to why a million people working together may be less effective than one person working alone. They call this phenomenon “social loafing”.

Reading about Ringelmann's experiments, I realized that the same problem plagues much of today's “Facebook” activism:

For example, FreeRice, a web-site affiliated with the UN Food Program

This is a brilliant approach: millions of people rely on the Internet to study English anyway and most of them wouldn't mind being exposed to online advertising in exchange for a useful service. Both sides benefit, with no high words exchanged. Those who participate in the effort are not driven by helping the world and have a very selfish motivation; yet, they probably generate more good than thousands of people who are “fighting” hunger via Facebook. While this model may not be applicable to every situation, it's by finding practical hybrid models like FreeRice's that we could convert immense and undeniable collective energy of Internet users into tangible social change.

on't give people their identity trophies until they have proved their worth

create diverse, distinctive, and non-trivial tasks; your supporters can do more than just click “send to all” button” all day.