I have been giving a great deal of thought recently to using social media for cause marketing thanks to my business partner Yael K. Miller’s participation in utilizing social media for a local cause.
Cause marketing is, simply put, using marketing strategies to influence opinions.
What’s probably the most important aspect of using social media for cause marketing is the ability to create relationships with people before asking them to support your cause.
One is you plaster the Internet with ads that say CONTACT YOUR SENATOR TO SAY YOU SUPPORT POSITION X.
Now I don’t know about you, but that ad alone is unlikely to get me to take action unless I am very directly affected by position x.
Second is you share information on major social media sites about position X, slowly educating your online connections as to why they should care about position x. But you do this without beating them over the head with your demands to support your position.
Eventually, if position X resonates at all with your online connections, they should be willing to help you if you ask for their support at this point.
Yes, the second scenario takes more time and effort. But if you truly believe in your case, isn’t the investment of your time and effort worth it?
Recently I came across a new museum that has, in my opinion, a very worthwhile mission. Yet when I checked the museum’s Twitter account, there were only a few tweets.
What a waste of an opportunity I thought! So much information the museum could share that could attract followers, and yet this opportunity was being squandered.
If you are not taking advantage of social media to create relationships to support your favorite causes, now is a good time to start.
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© 2012 Miller Mosaic LLC
Phyllis Zimbler Miller has an M.B.A. from The Wharton School and is the co-founder of the online marketing company www.MillerMosaicLLC.com
She is also the author of fiction and nonfiction books/ebooks. A new nonfiction ebook of hers is the book publishing and marketing ebook TOP TIPS FOR HOW TO PUBLISH AND MARKET YOUR BOOK IN THE AGE OF AMAZON and her newest fiction ebook is the cozy mystery CAST THE FIRST STONE: A REBECCA STONE MYSTERY.