Social Media Activism: KONY 2012

 My facebook news feed is covered with stories about Joesph Kony and Invisible Children's KONY2012 project. If you have not gotten a chance to see the video. Check it out below:
http://vimeo.com/37119711

While I am glad that this issue is being brought to light, I wonder about the unintended consequences of social media activism. This documentary raises a lot of unanswered questions and issues about this type of awareness. For example, is this documentary oversimplifying an issue? What about the unintended consequences? Is Invisible Children manipulating this issue?
facebook/social media as a means of activism? And the white man's burden of saving children from Africa?

In addition, is Invisible Children focus really helping stop Joseph Kony.

Last year, the organization spent $8,676,614. Only 31% went to their charity program (page 6)*.

*For context, 31% is bad. By contrast, Direct Relief reports 98.8% of its funding goes to programming. American Red Cross reports 92.1% to programming. UNICEF USA is at 90.3%. Invisible Children reports that 80.5% of their funding goes to programming, while I report 31% based on their FY11 fiscal reports, because other NGOs would count film-making as fundraising expenses, not programming expenses.

 I would be interested in hearing your thoughts and opinions on this.

Amanda