Tuesday, 11 November 2014

Making a difference through social media communication: A case of Rice Bucket Challenge

   




        When Manjulatha Kalanidhi woke up on that bright Sunday morning of Aug 24, little did she know that she had become an overnight internet celebrity. Clutching a cup of coffee in her hand, she was on her way out to fetch the morning newspaper when the telephone started to ring. On the other end was her sister excitedly chattering something about a story that was published in ‘The Hindu’ about the ‘Rice Bucket Challenge’, an initiative that Manju had launched as a response to the extremely popular Ice Bucket challenge that was doing rounds on the internet.  Calls started pouring in from friends who wanted to congratulate her on the success of her idea. She logged into her Facebook account and found her page flooded with #RBC posts. The original picture, had received over 500 likes and 200 shares. Someone had already opened a Facebook page for the Rice Bucket Challenge, and followers were growing at a rapid pace.

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