By Jonathan Davies

"Hi, I'm Jonathan Davies. I'd not like to thank my brother for nominating me for the ALS Ice Bucket Challenge," - that's the intro to my Ice Bucket Challenge.

Even in 2014, I still speak to so many people who question the power of social media, both in general and for business. But there is a new bucket challenge sweeping the social media world.

The #RubbleBucketChallenge was set up to raise awareness for the the ongoing crisis in Gaza. The idea is that rather than ice cold water, people use sand, gravel and other materials found in buildings as a symbol of the buildings destroyed by the conflict.

The campaign was set up by a Gazan university student. On Saturday (23rd August), a Facebook page was set up. And at the time of writing this (Midday 27 August), it already has almost 7,500 'likes'.

Of course, this latest social media charity craze follows the Ice Bucket Challenge. According to a Forbes article, 28 million people have discussed the #IceBucketChallenge on social media since the start of June.

There is argument to say that the power of a charity campaign stretches far beyond the benefits to your small business. But the case to question whether or not social media has any power is rapidly diminishing.

Is social media crucial to your business? Or are you avoiding in like the plague? You can email your reactions to

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