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Don’t the users of Facebook and Twitter give the social media platforms value? And if so, shouldn’t they get a piece of the pie? Mike Rugnetta, Internet culture pundit and the host of PBS Idea Channel, looks at the value that users give to social media and points out that the explosion of the ice bucket challenge videos is what has spread awareness of, and dramatically increased donations for, amyotrophic lateral sclerosis (ALS).

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