The "ice bucket challenge" has gone viral, raising millions of dollars for organizations focused on ALS, otherwise known as Lou Gehrig's disease.
Bill Gates has done it:
Jennifer Lopez too:
Marcia Stepanek, professor of New Media at New York University's Heyman Center for Philanthropy, says it's really nothing new. Social media "has always been about being able to look good, and to share that with family and friends... This media has allowed us to show off a little bit, but that certainly is not unlike what people who are donors in the philanthropy sector have been doing for generations."
What do you think of the ice bucket challenge? Let us know in comments. To hear this segment, click on "Listen Now" above.