1. for Social Good By:SarahTarrant Social Media
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2. Social media is an for charitable organizations to use to
effective tool PhotobyJasonHowieviaFlickrh5ps://ic.kr/p/e5wZ3t
benefit to a social cause
3. social awareness
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Organizations that are active on social media are able to
generate
4. Companies can keep track of how much awarenessthey generate
using awareness metrics1
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5.
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These awareness metrics could be in the form of followers, page
views, likes, shares, or comments1
6.
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Companies that send open-ended messages2 are more like to reach a
new online demographic
7.
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By making jam aspirational, you have access to a new demographic on
social networking sites with very particular interests Dr. Abhay
Adhikari2
8. PhotobyErinKohlenbergviaFlickrh5ps://ic.kr/p/9a3Evp This
technique of using online media to advance social causes is known
as clicktivism3 BUT marketers need to remember awareness is only
the first step
9.
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Organizations and activists must learn that its not enough to
launch a hashtag or video meme and hope it goes viral. There must
be a plan to engage supporters once theyve clicked and keep them
engaged after the hashtag stops trending Craig and Mark
Kielburger3
10. If organizations can turn awareness into action,
clicktivism is one of the most effective tools to help advocate
social change PhotobyITUPicturesviaFlickrh5ps://ic.kr/p/eiXP7y The
question is how do companies do this?
11. If we are able to share with our online friends that we
made a difference, were more likely to donate A study shows that
when the incentive is larger (i.e. a bigger value is attached to
our name), people are more willing to donate4
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12. Why does the ability to share affect our willingness to
donate? Because this give us attention from our friends in the form
of likes, comments, and shares
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13. Photobymkhmarke-ngviaFlickrh5ps://ic.kr/p/dZxNRq The truth
is we all want to be heard, or at least, we like love to be heard
Alvaro Soltero5 And many people admit they enjoy this kind of
positive attention
14. Im embarrassed to admit it, but I get a boost of both
healthy self- esteem and ego-driven narcissism based on how many
'Likes' I get on Facebook. Christopher Bergland6
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Gaining attention on social media is a confidence booster6
15.
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Many organizations have used the idea of clicktivism to
successfully run social cause campaigns Unicef Tap Project The
longer participants stay off their smartphones, the more clean
water was given to Unicef clean water programs 2.6 million people
participated in this fundraiser across the globe7
16.
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Social Gaming WeTopia combined the worlds of gaming and social
activism In 2012 alone, the company provided 7,000,000 L of clean
water to families in Haiti8
17. Education Students are also using these digital campaigning
techniques Many Ivy League Students rely on GoFundMe, where
strangers make donations to their tuition9
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18. TwitChange Even celebrities are joining the social media
for social cause trend By allowing people to buy a Twitter
interaction with their favourite celebrities, $540,631.25 was
raised for aHomeInHaiti.org in 201010
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19. As long as companies remember to create a strong theme,11
energize and motivate people to donate,11 and follow up after t
campaign is over11
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20.
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Social media can be one of the most effective tools for charitable
organizations to help advocate social change
21. WORKS CITED [1] Boies, Jason. (2013). Creating Awareness
Through Social Media Engagement. Retrieved June 7, 2015 from
http://www.exacttarget.com/blog/social-media-engagement-creating-awareness/
[2] Adhikari, Dr. Abay. (2012). How charities can use social media
for digital campaigning. Retrieved June 7, 2015 from
http://www.theguardian.com/voluntary-sector-network/2012/apr/05/charities-social-media-
digital-campaigning [3] Kielburger, Mark and Craig. (2015). A click
is not enough to have impact on world. Retrieved June 7, 2015 from
http://cnews.canoe.com/CNEWS/World/2015/04/10/22337541.html [4]
Castillo, Marco; Ragan Petrie; and Clarence Wardell. (2013).
Fundraising through online social networks: A field experiment on
peer-to-peer solicitation. Retrieved June 7, 2015 from
http://mason.gmu.edu/~rpetrie1/
JPubEcon_Fundraising_through_online_social_media_2014.pdf [5]
Soltero, Alvaro. (2012). The Relationship Between Social Media And
Self Worth. Retrieved June 7, 2015 from
http://thesocialu101.com/the-relationship-between-social-media-and-self-worth/
22. WORKS CITED CONTD [6] Bergland, Christopher. (2013). Social
Medias Dual-Edged Sword: Narcissism vs. Self- Esteem. Retrieved
June 7, 2015 from
https://www.psychologytoday.com/blog/the-athletes-way/201306/social-media-s-dual-
edged-sword-narcissism-vs-self-esteem [7] Stern, Caryl. (2015). In
Praise of Clicktivism. Retrieved June 7, 2015 from
http://www.huffingtonpost.com/caryl-m-stern/in-praise-of-clicktivism_b_6978314.html
[8] Swallow, Erica. (2013). How Social Games Are Changing the
World. Retrieved June 7, 2015 from
http://www.forbes.com/sites/ericaswallow/2013/03/23/social-games/
[9] Farzan, Antonia. (2015). Ivy League students are asking
strangers to help pay the thousands they owe in tuition. Retrieved
June 7, 2015 from
http://www.businessinsider.com/columbia-students-crowdfunding-
tuition-2015-4#ixzz3b8wi7bSK [10] Kessler, Sarah. (2010). 9
Creative Social Good Campaigns Worth Recognizing [MASHABLE AWARDS].
Retrieved June 7, 2015 from
http://mashable.com/2010/09/30/creative-social-good-campaigns/ [11]
Edelstein, Meaghan. (2010). 8 Tips for a Successful Social Media
Cause Campaign. Retrieved June 7, 2015 from
http://mashable.com/2010/05/10/social-cause-campaign/
