This article talks about the challenges faced for a non-profit organization trying to save dairy farms through the use of viral videos and twitter accounts. The organization World Society for the Protection of Animals is trying to save the dairy farms from being taken over by “factory cows” through a campaign called “Not in my cuppa”. They used humorous YouTube videos to try to get their message out, but not without challenges.

“When something really goes viral and people start copying it, it really becomes something else and you have to let it go on some level,” Mansell said. “We’ve been looking for some of our key terms and phrases to pop up, like, ‘I won’t drink factory milk from battery cows.’ ”

It is difficult to track the success of YouTube and twitter. The video showed 11,000 views after a week, but the views mean nothing as far as action taken by the viewers.

It’s possible that each of those people saw the viral campaign and took immediate action. It’s also possible that none of them did. While the answer is clearly somewhere in the middle, it’s hard to get an exact number and consequently hard to gauge its impact on Nocton’s withdrawal.

At least by viewing the video, people will be informed about the issue which will perhaps spur action at some point. YouTube is still a good tool for non-profit organizations to get out there and promote their organization.