Amongst our daily work objectives of bringing Brands closer to their consumers through Digital and Social platforms, achieve acquisition, optimise engagement or promoting products and services. The rising trend is to leverage Social Media for a good cause.
Since the Nepalese Earthquake occurred on 25th April, a social listening scan of the social space a few days later using Radian6 showed at least 700k Twitter mentions globally. Facebook has created a Causes option on Newsfeeds to call for donations, $12 million has so far been raised towards relief organisations. They also created a Safety Check feature where people in Nepal can be marked safe to put friends and family at ease. At times of crisis, the rate in which social media has been valuable in spreading awareness and providing aid, speaks volumes for its potential towards positive change.
We’ve all seen or shared the viral photos circulating of a dead bird covered in oil or a man surfing on a wave full of trash in Java to highlight the severity of pollution. How about the controversial illustrations by Spanish artist Luis Quiles portraying the satirised truths of modern society? Bali Nine spurred 82k global mentions in 48 hours, not including the Facebook statuses flooding newsfeeds with opinions that mostly took one of two sides. We’re in hashtag generation, not just #love, #food and #summer but #illridewithyou, #whyistayed and #heforshe.
Take Be My Eyes, a mobile app from Copenhagen that allows you to lend your eyes to the blind and visually impaired. By signing up as a volunteer, you receive a notification should a blind person request assistance with a challenge such as reading the expiry dates or finding their way around. We need more like this. There’s Crowdfunding sites like Indiegogo and Chuffed, a kick-starter-esque concepts empowering people to make social ideas happen or support meaningful campaigns that try to make a difference.
Philanthropy efforts amongst Brands is a rising trend as they recognise promoting social values as part of brand strategy resonates well with consumers. “The Social Good Campaign” was the most-entered category in the Shorty Awards this year. Finalists Drink Good Do Good by OMD showed Naked Juice partnering with one of the biggest social games of Facebook, Farmville, bringing crops to desert communities with non-profit, Wholesome Wave.
A recent Nielson study showed 55% of global online consumers across 60 countries say they are willing to pay more for products and services provided by companies that are committed to positive social and environmental impact. Working in Agencies with socially responsible Clients provides us with even more opportunities to touch upon good causes. It’s comforting to know that there are also actionable tools at our disposal leveraging the mediums we live and breathe to make the world a better place.