Social Media has, for a while, been revered as ‘the new’ online marketing tool. But it’s not so new anymore - Facebook is four and half years old and blogging began in the mid 90s. Social Media has gradually been absorbed into more ‘traditional’ online marketing strategies and has evolved into a powerful tool for communication, networking and inciting action for social change.

Today there is seemingly a Facebook app for any cause you can think of – from “#$%& a Victoria’s Secret Model” to international events such as Blog Action Day. A host of charities are using Social Media networks to recruit and contact donors and this now appears to be the ideal way to make a difference in the modern world. There are advantages and distinct disadvantages to this practice, so here are some tips to ensure that your use of Social Media for social change is both effective and sustainable.

1.  Define your goals

While this may sound a little too much like one of the Seven Habits of Highly Effective People, it is nonetheless a valid point. Social Media is a complex, multifaceted beast and it is important to decide in advance what you are hoping to achieve through this avenue. Like Viral Marketing, Social Media campaigns do not guarantee highly profitable returns, but rather measurable goals like the generation of enquiries or opt-in sign ups to marketing materials, email updates or newsletters. Intangible and less measurable goals include building awareness around your specific cause and expanding public knowledge around the need for social change in your focus area.

2.  Use a consistent identity

Whether you are starting a blog, utilising the extensive reach of the Twitter network or starting a Facebook group, ensuring that you have a consistent identity is crucial to gaining the trust of your target audience. Whether you are asking people to give time or money, they need to be dealing with someone with whom they can identify and who is tangible and accountable. Few people would willingly donate money to a faceless cause - people need to know exactly what they are contributing to and why. 

3. Identify your target audience and communicate with them

Utilising avenues of Social Media does not mean that your target audience is predefined. Gone are the days when it was only 20 – 25 year olds who used Facebook and read blogs. These days, even people born in the 60s (otherwise known as the dark ages before computers) use Social Media as a marketing and communication tool. The upshot of this is that, as with every other communication tool, you have to decide specifically who you are talking to and how best to get through to them. Once you have defined these parameters, your next challenge is to convince them to opt-in to your campaign.

4. Speak to an audience of one

This seems obvious. It’s the oldest rule in the book - although obviously appealing to a mass audience, it is important that each specific user feels like your message is targeted directly at them. The primary goal of using Social Media for social change is to incite action of some sort. Action is much more likely if communication is personalised and speaks to the individual as opposed to the group.

There is a lot more to the constructive use of Social Media – other important considerations include deciding which avenues to use and not limiting your campaign’s scope by choosing only one. Remembering your responsibility and your reputation and the associated importance of both will also help you to reach your goals more swiftly. Ultimately, Social Media, in whatever form you choose, is an excellent way to spread the word and ultimately take a step toward solving social problems. It is a cost effective, time sensitive and still relatively original. Use it wisely.