Via Scoop.itNew Digital Media

A social media campaign to shine a light on Ugandan warlord Joseph Kony has attracted ire of its own after critics attacked its methods. Is using Facebook and Twitter to promote change pointless, or the natural extension of our social media habit?

On Monday, the California-based nonprofit Invisible Children released an online 30-minute documentary about Joseph Kony, leader of the Lord Resistance Army (LRA). “We want to make him famous,” they said. “Not to glorify him, but so that his crimes would not go unnoticed.”

It worked.

The video, part of a campaign called Kony2012, became a viral sensation with more than 35 million views. #Kony2012 was a number one topic of conversation on Twitter, and was shared multiple times on Facebook by concerned citizens and celebrities alike.

However, by Wednesday there was a shift in mood……