Unless you have been living under a rock for the past week you have seen the videos of people taking the Ice Bucket Challenge which is intended to raise awareness about ALS – Lou Gehrig’s disease. People are challenged to pour a bucket of ice water over their heads and post it on social media channels within 24 hours with a challenge for others to do the same. Those who are fail to meet the challenge must write a check to to ALS for $100. Some people are pooh-poohing the effort calling it an over kill and questioning the value. After a bit of research I found out that the viral campaign has not only raised awareness of the dreadful disease but the organization has raised $2.3 million since launching the campaign on July 23 – during the same time period last year the organization made $25,000. Does social media work? You bet.