So I’ve spent a lot of time thinking about what I would do if I could do anything, and I think I’ve found the answer: Social Good. Social good is the act of using social media to create buzz around campaigns for worthwhile causes and non-profits. This would balance my desire to help the world with my love of social media. Who would have thought it already had a name?
There are different opinions on the value social good has for organizations. Although it may bring about some buzz or lots of followers, does it really add a contribution?
Malcolm Gladwell, author of The Tipping Point and other great books, argues that social media is not really helping causes.
He states that campaigns can get many people to like or sign up for things, but only because the campaign doesn’t ask much of them. Activism through social media platforms doesn’t enable people to make a real sacrifice but enables them to feel like they are part of a bigger cause. They are low-interaction participants and do not feel compelled beyond hitting the “like” or “retweet” button.
The other main difference between traditional activism and online activism is how each is organized. Traditional activism is able to accomplish more with a line of command between the established authority and their counterparts. Online activism, on the other hand, is a network in which no single source has authority and there is no one person making a decision.
Basically, Gladwell argues that this addition of social media to activism isn’t a bad thing, but more social work needs to be done on the ground- we still need volunteers, fundraising, and action. He states, social media “makes it easier for activists to express themselves, and harder for that expression to have any impact.” The messages are getting lost in all of the information, and action still needs to happen.
On the other side, there is an argument that those acting on behalf of traditional non-profits now have the opportunity to quickly connect themselves to the rest of the world and are able to create change. This may, as Gladwell pointed out, be a less intrusive form of advocacy, but maybe that’s okay. As Sarah Kressler tells on Mashable.com, a protest may be really difficult to attend in person, but maybe mobilizing a hundred other people to simultaneously send letters to a single target, would have a similar, albeit less startling, effect. Both send a message, one is easier to implement and ask for.
Those in the non-profit sector should understand that social media is not going to lead to a huge increase in fundraising, but start the involvement with a particular organization. A “like” button can begin the permission to deepen engagement with a cause. You may not get everyone to join in and volunteer, but your exposure will increase, and you’ll still have more people motivated, for less money, than a traditional campaign.
The other great thing social media helps to do is to keep people involved after the help has been given. Many organizations give current updates from actual locations through twitpics or other current streams of information. This helps to give accountability and transparency to the organization, and increases utility for those who donate and follow, because they are able to see the results.
Personally, I think social media is a great tool to increase interaction between non-profits and their supporters. I’m not saying social media campaigns will save the world, but I think they are a valid way to get out the word about what’s happening around the world, where to go and how to help.
To read more from Malcolm Gladwell, click here, or hear more from Sarah Kressler and Mashable click here.