I’ve written several times about what I call the This Too Shall Pass Effect. It applies in issues and sensations. The central theory has to do with the level of online activity on a particular issue; the slope of fatigue (downslope) is as dramatic as the slope of interest (upslope).

The good news for those who are managing reputations and issues online is that the ADD nature of the Internet limits the stress to what I jokingly call three or four cycles of Tylenol before they can return to their routine.

For people who are hoping to make an impact, the bad news is they have a limited amount of time to strike. They have to grab public attention and make one idea stick. Perhaps that’s why detractors of #kony2012 are displeased with Invisible Children, the organization behind the campaign. The popular video at the centre of the debate has apparently simplified a complex issue in an effort to bring about awareness and the kind of change that requires a large swath of support.

And it’s worked. The video has served as a launching point for conversations about the full issue. It was an introduction which has inspired many (myself included) to do additional research to expand their awareness. I’m certain Google searches about Joseph Kony are at an all-time high. The same is probably true of interest in the Wikipedia article about the warlord.

How many people cared last week? How many people had even a fraction of the knowledge on the issue they have now when they woke up Monday morning.

And, the slope of fatigue has engaged – possibly until April 20th (watch the video). By this time next week we’ll likely have a similar discussion about another so-called viral campaign which will borrow from the approaches of its predecessors

NOTE: The graph below presents data from March 10, 2012 (today) as of 10:30pmET.

Analysis performed using Sysomos MAP.