The #icebucketchallenge has taken over social media. It matters for healthcare companies and charities who use social media, and not just because our own Beth Bengtson and Zoe Dunn completed it.br br By getting freezing water dumped on their heads, Beth and Zoe were part of a trend that saw 1.2 million other videos posted to Facebook and coincided with $41.8 million in donations to the ALS Association from July 29 to August 21.