By: Victoria Corley
Social good: Two words that easily describe a specific “good” that is shared and beneficial for all (or most) members of a given community.
Other words that may be interchangeable for “social good” are philosophy, ethics, and political science.
These small words make a huge impact in the world of public relations every day. No matter what trends you’re following on Twitter or the types of news an RSS is feeding to your computer, there is always a campaign reaching you, and asking you to help. Regardless of the condition of our economy, Americans are giving back. But how?
In our lifetime, it has become easier than ever to #giveback and help with a cause. No matter where you are, even online, there will be an opportunity to experience a campaign that is targeted to you … the up-and-coming philanthropist.
From tweeting donations to buying songs on iTunes, we have the opportunity to give back, but what does this mean for the PR professional?
Social good has ironically become a hot topic in social media. It is great that giving is now conveniently a click, tap or download away, but it is much more than that.
No longer is “giving-back” just giving; it’s a business. It is easy for people to spend money. But when solicited for funds, they are quick to say no. It’s now the job of a PR professional to market a cause in a way that gives the consumer an urge to spend. Social media has become the modern-day billboard for those marketing objectives.
Social media cause campaigns are similar, but not identical to traditional cause marketing. Where traditional cause marketing involves the cooperative efforts of a for-profit business and a nonprofit organization for mutual benefit, social media cause campaigns allow for more flexibility.
Blogs like Mashable have helped in giving “social good” a new meaning. If one happens to StumbleUpon a Mashable article about Gaga & Bieber’s newest collaboration, you won’t find it under the entertainment section of the site, but rather under the social good tab.
Social media cause campaigns have created a new outlet where PR professionals develop comprehensive communications plans that are all about “feeling good.” These campaigns provide small businesses an opportunity to gain exposure without breaking the bank, while allowing large companies to reach millions of consumers in a matter of hours.
Social cause campaigns can be run by individuals and nonprofits without big company sponsorships. They provide easier, faster involvement with supporters and require fewer resources.
Obvious examples of “social good” campaigns are the Tide Loads of Hope campaign and the Pepsi Refresh Project. It could also be something as simple as Edge’s Anti-Irritation campaign.
It is safe to say that inflation hasn’t ruined everything. A dime can still be used as a screwdriver, and PR professionals can evoke the public to do “social good.”
