What is a tweet worth? #ALSIceBucketChallenge

By now, EVERYONE knows about the Ice Bucket Challenge (unless you've somehow avoided contact with the internet for the past month). While it has been incredibly successful in terms of dollars raised, lots of the videos fail to mention donations, and many people question the value of the campaign. Are these videos "slacktivism", helping only superficially with a cause? What value do our social posts really have?