I still get calls at home, asking if I want to donate to so and so cause, and which one of us hasn’t gotten stuck with letters that decry the ills of the world and how for the small amount of “x” dollars, we too can change the world? I am sure none of us are opposed to philanthropy in general, and many of us actively support some sort of community minded project.
Which got me to wonder why do we get involved? Usually, we can relate to the cause in some way, but, for me, as a lawyer, it’s because I can see the results. I believe that in tough times like this while each of us have a limited amount of capital to invest in the things that interest us, the organization or cause that shows tangible results will succeed more rapidly than the one based on good intentions or slick marketing.
I chose to get involved in the Save a Mother cause not just because of the passion of its founder and some members, but because of its budding use of social media. Before you snidely think “oh so because they are on Facebook/Twitter, you joined?,” let me clarify. To me, it represented several things that most well meaning organizations consistently fail to do.
Transparency: Anytime, anyone actively becomes part of a media that is built on communication, information, and community it is forward thinking and showing a willingness to be an actor in that world rather than just soliciting. Don’t get me wrong, creating a profile can be done by any 14 year old (case in point, my nieces), however participating, disseminating information, and laying it out for all to see shows great faith, trust, and confidence in what the organization stands for.
Viral Marketing: the greatest promise of social media is its ability to connect others with similar interests anywhere across the world. It is as, author Malcolm Gladwell stated, a great “flattener.” In a sense, social media marketing is about giving your fans a platform to talk about you in a positive way – something Facebook makes seamless. If a fan of your Facebook business page decides to comment on something you’ve posted, their friends will see that action in their news feed. If your fans mark a photo as something that they “like” then their friends will see that, likewise, if they sign up to attend an event by sending in their RSVP, it shows up for all of their friends to see. In this way, Facebook can make any content viral.
Participation: Any community is only as good as its communication. If you only talk about yourself, and do not interact with others, you are guaranteeing very few followers and worse, a push back into the closet mentality. Everyone can speak, but what’s important is what you are adding to the conversation. Using social media is an opportunity to grow, and that expansion can only happen if people like you, and want to hear from you. That occurs only when it’s a 2 way conversation. If that doesn’t appeal to you, then social media is not for you.
Examples: So you signed up, you are ready to make change happen in the world, but you are not exactly sure what to do. I have always believed that copying is the sincerest form of flattery, and my initial research took me to http://www.gauravonomics.com/ , a great resource on using social media to create social change in India.
Perhaps the best example that’s stuck with me was this: On April 14, 2009 actor Hugh Jackman pledged to give AUS $100,000 to the charity that could best convince him, via Twitter, that it was deserving of the award. On Friday, Jackman announced that, unable to decide, he had chosen two winners to split the prize: Operation of Hope, a medical foundation that donates surgical procedures to children in developing countries born with facial deformities, and Charity: Water, a non-profit dedicated to providing safe drinking water in developing countries. One of the winning tweets came from Charity: Water president and founder Scott Harrison, who tweeted a link to a photo of a group of Ethiopian children holding up a hand-made sign with the simple message “Dear Mr. Hugh Jackman, thank you for helping us!” Harrison added: “dear @realhughjackman — just snapped this near Eritrean border at a school of 1400 w/o clean water.” (courtesy of PBS.org).
And that is the power of Social Media.
Sanjay Sabarwal is a Save A Mother volunteer. He is also the General Counsel as well as co-owner of Ziba Beauty, a chain of brow lounges in Southern California that specializes in The Art of Threading ® and The Art of Mehndi.
