Page 44 - Social Media Marketing for Dummies

worldwide. Users raised $2.5 million for 19,445 different charitable organiza-
tions. Over its lifetime, more than a billion actions have been taken via Causes,
with 186 million registered users in 156 countries. Since the success of Causes,
Facebook has incorporated many of its features into the DNA of its platform
directly allowing people to start supporting causes, raising money for others,
and tracking the success of their efforts all via the newsfeed itself.
» MTV’s Enough Campaign: In the spring of 2018, and in response to the
horrific Parkland tragedy where a gunman shot students in a school, MTV
leveraged its various platforms to amplify the voices of young people who
were taking action to stop gun violence. When it came to social media, MTV
turned over its Facebook, Instagram, and Snapchat accounts to students who
were taking action. MTV also supported the March for Our Lives protest in
Washington DC by tapping celebrity influencers such as Lady Gaga, Jimmy
Fallon, and Yara Shahidi to celebrate these young voices.
» Chase Community Giving: Chase bank uses a simple but effective approach
to cause marketing via its Chase Community Giving program. Since 2009, the
bank has asked its Facebook fans to vote for their favorite charity or non-
profit to receive a donation from them. In addition to the voting, Chase bank
also promotes other charities on national holidays such as military related
charities during National Military Appreciation Month and the Arbor Day
Foundation on Arbor Day.

FIGURE 1-8:
Causes.com.

28 PART 1 Getting Started with Social Media Marketing