First, few individuals or even local organizations have the resources to orchestrate an international effort, such as the kind needed for the Boko Haram girls. Raising awareness indeed did help because it inspired the organizations that did have the resources to help to act.

Second, again read the newspapers if you want to know the fate of the girls. I am firmly convinced that without the international outcry largely spurred by social media that the effort would not of been there.

And third, as clear from the statistics for ALS the effort indeed worked on the financial level for that organization.

Like everything else, the correct answer is "it depends" but just because an effort originates on social media does not mean it will fail or be deemed a failure.