he founded amnesty citizen evidence lab, a kind of social media, forensic lab that aims to verify information shared online. and from new york elizabeth plank, scenario edit at mike news. she isol involved in online activism and has been behind several viral campaigns. thank you for being here. kristof, this is suf an interesting topic because sometimes, we, you know we aassociate the visibility and the excitement of an online campaign with its effectiveness. how do you know what works? especially when it comes to human rights campaigns? >> that's a great question. you brought it to the point that people have very very high expectations. they say social media campaigns but expectations are not equal impact. they are not on a level i think people equal metrics like alternates of numbers or campaign as well i think social media is not very new in that regard to human rights campaigning normally takes years to really have a meaningful impact. and i think social media times people have expectations they can fix it overnight. that's unfortunately not the case. >> elizabeth, do you think that somet