The Facebook generation views joining social causes on its favorite social network as no less than a form of civic activism, and brands can use this save-the-world zeal to their advantage, says a new TBWA study. All this poses some big questions though. Sure, teens and twenty-somethings are keen to “like” a worthy cause, but does this mean they’d do anything more than just click a button?

The report certainly thinks so. It claims that the joining of a Facebook page is the first step in getting young people involved. The thinking being they navigated this far, they must be interested in the issue/topic/cause. This argument has weight, as the many “boycott BP” protests show.

It’s also true that brands can make good use of this trend. Just consider the popularity of Pepsi’s Refresh Project, which mobilized people to create socially virtuous projects and network to make them happen. It’s looking like there may be a way to motivate the board of directors to step up their civic game.

But in truth, the essence of civic mindedness through social networks is in its infancy. A look at AllFacebook.com’s list of fastest growing Facebook pages shows little to no sign of altruistic social involvement. There is, however, a growing number of fans for “Gummy Worms” and “Oh, test today!, Did you study?, No, did you? No… we’re F**KED” as the today’s leader board shows:

No doubt social media holds the key to mobilizing people and brands for virtuous means, but it looks like the youth of today will have to navigate through a lot of petty distractions to get there.