Working Pro Bono: Part Three
- Written by Danielle Zeigler
Part Three: Using Social Media for Causes
In honor of LWT’s 9th annual CreateAthon event, I’ll be covering a three part series on working for causes.
- Part One: Agencies Giving Back to the Community
- Part Two: LWT’s CreateAthon 2010 Coverage
- Part Three: Using Social Media for Causes
Social media is the new avenue for social good, and consumers expect more. A writer from Mashable reports that “93% of the top U.S. charities have a Facebook page, 87% have a Twitter profile, and 65% have a blog.” With 500 million+ users on Facebook alone, this is a big deal.
It also levels the playing field a bit for those non-profits who can’t afford to compete with marketing. A study done by emarketer reports that moms and millenials want to see more cause marketing in general. The study found, “Both groups were more likely to accept it, switch brands based on it, purchase products associated with causes and pay more for the privilege.”
These thoughts go in a few different directions, but collectively it’s clear that using social media for causes is growing fast, and companies are expected to join in the giving. Marketing non-profits and different causes on social media outlets is doing so well because people are genuinely interested in trying to make a difference. Social media is allowing consumers to have more of a voice, and for the most part, they want to use it for good.
Following are some great articles, tools, and resources related to using social media for causes: