Social Media For Social Good

Media channels for years have funnelled through selective articles, whether it has been editorial based (newspapers, magazines) radio or television broadcast. Headlines that sell saturate the media in immense quantities, the recent tragic death of Michael Jackson being a fine example; coverage still remains five days on. Forget landmine attacks and Iraq bombings, they take a back seat and slip silently through the media net.

The internet has increasingly become a platform renowned for its limitless capabilities

and with strengthening networks such as Twitter surfacing, the public are taking control of what they’re exposed to and repositioning the social sector as it stands.

People crave involvement. They wish to be engaged and experience growth. With online brand interaction people do so to fulfil their own needs, rather than the need of the brand. Whereas with non-profit organisation interaction, which is where my personal interest lies, whether it is the more renowned Oxfam or to a lesser degree Charity: water, users interact to support a cause aiding its success and enhancing the Viral Effect.

The case study which initiated this entry is in fact the non-profit Charity: water; bringing clean water to those without.

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Having cottoned on to the vast potential of social networking, the organization held a ‘Twestival’, raising more than $250,000 whilst bringing worldwide public awareness to their charity. The event was managed via Twitter enabling local Twitter communities to funnel their passion for the cause offline, collaborating locally on an international scale.

Truly an astonishing outcome! An unknown organization gaining such rapid credit through the usage of an online tool.

It’s apparent that campaigns with the most impact are the ones utilizing the online social networks to supplement their offline strategies.

So social media is a positive movement?

Potentially a flat out yes for non-profit organizations, however as with all debates there is the opposing side to consider and by applying social networking to alternate outputs, the response differs.

As a device, it’s incredibly fascinating to witness public control over previously distance organizations.

By channeling the energy of mass crowds (people passionate about a cause, organization, topic or company) social networking has enabled people to project their voice resulting in positive sustainable difference.