My goal, in this (long) blogpost is to get a better understanding of how Invisible Children has harnessed social media to promote their cause, what the strengths and limits of that approach are, and what some unintended consequences of this campaign might be. For me, the Kony 2012 campaign is a story about simplification and framing. Whether you ultimately support Invisible Children???s campaign ??? and I do not ??? it???s important to think through why it has been so successful in attracting attention online and the limits to the methods used by Invisible Children.