Social Media for Social Impact: How to get engagement around a cause

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What You’ll Learn:: 

Funny thing. When Home Depot promoted safe, affordable housing, it paid PR dividends.

Same thing when Target pushed early childhood education, and when Timberland got on the sustainability bandwagon.

But KFC and breast cancer? Consumers ripped on the brand for adopting a cause that didn’t seem authentic, says Rich Maiore.

(Producing a Double Down “sandwich”—bacon and cheese between two slabs of fried chicken breasts—evidently didn’t make the company an authority on a women’s disease.)

Discover out how to embrace a cause without seeming like a phony.

Key Takeaways:

  • How to engage all stakeholders in a cause: nonprofit partners, staff and executive leadership
  • How to capture and create authentic brand content that spurs action
  • The value of nimbleness and having contingency plans in place
  • Why social media advertising should be an integral part of your promotional plan
  • How monitoring and responding to consumer engagements with the "appropriate" voice can make or break your campaign
April 2014

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Presenter bio: 

Peter Balistrieri is a senior communication consultant at Northwestern Mutual.

Rich Maiore is vice president of social impact at Cone Communications.