To use social media to advance their advocacy, online activists need to understand the effects social media has on activism. The first effect of communication is that the involvement of the public is necessary. Many of the issues that have gone viral, such as the ALS ice bucket challenge, have had some sort of public appeal. The fans were doing an action and challenging their friends to do it too. In this way, he raised awareness and obtained donations. In the words of an article about the ice bucket challenge, you are playing on what you know young people do and you are using it to create this awareness and raise funds (Madison). This generation is always trying to outdo themselves, who will be the next big YouTube sensation. The winners of this knowledge monopoly are all the groups whose activism has worked and gained recognition. The losers are the supporters whose issues were liked by slacktivists, maybe someone shared a post but it didn't go viral. Secondly, putting activism on social media is a given, it's a place where supporters are already present. In an article in Psychology Today, Pamela Rutledge, PH.D. states that social media is changing public awareness through word-of-mouth persuasion (Rutledge). Social media users often connect with those who have the same opinions as them, finding supporters of an issue or cause on social media should amplify support. For example, according to the Sentinel article, since the ice bucket challenge went viral, the ALS Association has seen more than one million new donors and received more than $80 million in donations as of August 2014 ( Madison). While the ALS ice bucket challenge was a success and proves that social media activism can work, it can create some failure advocates. The unexpected consequence of the effects on social media activism is that people think they can make the next ice