I'm all for making issues visible. Despite the naysayers like Gladwell, I do truly believe that social media allows word to get out there that might not necessarily have done. Sure, it's about the "cause du jour", what's trendy at the moment, what people notice. But that's no worse than what the newspapers pick and choose to publicise. And frankly, we do tend to care about what's nearer to us, community-wise (whether these are geographic or social communities) - it's a more developed kind of altruism that makes us consider those remote to us.
Having said all that, this FB meme irritates me immensely. The reason I feel it trivialises the issue is that NOT ONE of the solicitations I've seen provides any real information on child abuse - whether about the issue itself, or ways and means of addressing it. One of the things I enjoy about more-developed online communities, such as DW and even Reddit and so on, is that people use links. They cite things, they provide references, they suggest where to go next to help create meaningful change.
Changing a frigging icon does not. FB is powerful because it connects up people who would not have been well-connected before. People can publish information that they would not have broadcast previously. So I am just WAITING for more sophistication to develop around how to use this powerful resource.
In the meantime, if we do see these contextless posts, and it is an issue you care about, I suggest putting real information out there. Obviously, I couldn't feel more strongly about fucking child abuse - which is why my previous mild irritation about previous memes I have seen going around, complete with stupid semi-literate glurge and no pointers to constructive information, has finally burst its banks. If people want to change icons and post pictures, fine, whatever, if there is something REAL attached to it. Without context, it is trivial - a 30-second feel-good factor isn't enough..
And in the meantime, some secular charities are listed below that address child abuse. If you feel sufficiently well-financed and motivated, I'm sure they'll appreciate funds. And hey, FB has achieved something - it's prompted me to put this information out there (and bump up one of my own contributions).
http://www.childrensdefense.org/ - US
http://www.ccfaa.com/ - Canada