Every day is now “social media day,” with the ubiquitous services, Twitter, Facebook, Instagram and so on, are increasingly woven into our daily lives. But a day for reflection on where we were and where we are going is worth it, now and again.

Philadelphia City Councilman Bobby Hendon thought he bring attention to voting through a social media contest. He’s asking Philadelphia voters to shoot a 15-second video and post it with a hashtag “#ivotephilly” and vote, and possibly win prizes. So why is this contest not “going viral” ?