This paper uses the appraisal framework and (critical) discourse analysis to explore the discursive characteristics of the BringBackOurGirls (kidnapped by Boko Haram) social media campaign on Twitter and Facebook and the role played by affective stance in the assessment of social actors in the campaign talk. It is asserted that social media campaigns and activisms may be succesful if they are continued by practical offline actions; or else, they will finish as sheer slacktivism.