takinittothetweets

[takinittothetweets]

If you are a woman, know a woman, love a woman, or came from a woman you probably saw this last week. This genius spot by Dove documents women as they self-described their faces to a composite artist. In phase II of the experiment, each woman met with a stranger who then reported back to the same artist and described each woman again. The startling difference between the images (both intended to represent the same woman) engendered a true response in me-- the rare kind that captures the undivided attention of my head and my heart. This clip married logic with humanities to create truth, and it changed my life a little bit. 

The morning it went live, the link was shared on my newsfeed seven times. In evidence of a truly successful campaign, the conversation spilled offline and into my living room and even into my classroom. I was too busy feeling all melty to even notice that this was an advertisement for Dove. With great subtlety and savvy, Dove mentions their brandname as a footnote in the last second of the video. Because products weren't placed, coupons weren't pushed, and consumers weren't pressured, we bought their idea (and maybe even some Dove, too). This content strategy resulted in 32 million YouTube views and a 14 million and growing Facebook fanbase. Compare this following with Olay's 1.5 million followers, and it's clear Dove's video had some serious ROI. 

As social strategists drum up new campaigns, Dove's example should be held near. Viral wildfires aren't fueled by brand-focused marketers at HQ; they are stoked by users who find the content important enough to share.

Bottom line: last week we all advertised for Dove and didn't even mind it. Instead of begging us to share, like, comment, favorite, or retweet their content, we just did. And that puts the social back in social media. 

[takinittothetweets]

"Any struggle worth fighting for is both a march and a dance." - Gary Haugen, International Justice Mission at MOVE:DC

I use this blog to critically write about social media and the ways in which it can be wielded to affect social causes.  And most weeks, I have something to say. Except for today, when I have nothing to say because every time I open my mouth, a lyric from this song falls out.  

So dearest audience, “I don’t wanna lose you now,” but it’s Saturday, and we all have dances to dance. Grab the nearest biped and make light feet and full hearts. Besides, what could be more “social” than that? 

[takinittothetweets]

A recent project sent me scouring the internet for fast funding. I sorted through stats and recommendations and reviews to land at CrowdRise.com. Founded by hunky actor Edward Norton, this fundraising site marries the satirical and the inspirational to create a platform that has people everywhere emptying their wallets.

Users can create a social-media-like profile where they can sound the alarm for their favorite causes, earn points and awards, and compete against other funders. But what makes crowdrise attractive is the hilarious snark best exemplified by their slogan: If you don't give back no one will like you. Their about section further explains that CrowdRise "is way more fun than anything else aside from being all nervous about trying to kiss a girl for the first time and her not saying something like, 'you've go to be kidding me.'"  

Amidst all the personality and wit (and probably because of it), CrowdRise is actually changing the world. Big time celebs like Barbara Streisand and Perez Hilton and Will Ferrel use the site to wield their star power for the greater good. And the greater good comes with lots of dollars and good vibes to worthy causes. 

The greatest lesson from Crowdrise's model is that what makes us flock to YouTube videos is what makes us flock to causes. Hilarity and positivity produce affinity and more importantly, profit. 

[takinittothetweets]

Remember Oregon Trail? Most millennials remember packing the ole wagon with rations to venture the Wild Wild West-- all while fighting the ever-persistent threat of dysentery. Well, New York Times contributors and power couple Nicholas Kristoff and Sheryl WuDunn are asking gamers to log in this month to play another educational game. But this time the stakes are higher than the survival of your virtual-wagon-family. Kristoff and WuDunn’s Half the Sky Movement: The Game has the potential to affect the real of lives of marginalized women around the globe.

This innovation in online gaming is so engrossing that Farmville plots everywhere will be left untilled (Really, we can only hope). Produced by Games for Change, Half the Sky Movement: The Game allows users on Facebook to play as Radhika, a young woman from a fictitious town in India, as she faces everyday challenges like finding food for her child. While gamers navigate through objectives and storylines, they unlock more than half a million (real) dollars from sponsors that directly affect female education, maternal health, sex-trafficking, and women’s business development.

The success of Half the Sky Movement suggests that for brands playing the content marketing game, actual gaming could be worth the dice roll. This interactive content invites participation in the brand's mission and then acts as a conduit to change consumer awareness into consumer action. And that is something every brand wants to hitch their wagon to.  

[takinittothetweets]

On February 27 the End It Movement asked it's 30,000+ followers to engage in a social media blackout to raise awareness for the 27 million people trapped in modern day slavery. Users downloaded a blackout action kit armed with Facebook profile and cover photos and a Twitter profile, header, and background (above). 

Preceding the blackout my networks blew up with these profile photos and a status reading: "Tomorrow, we disappear for the day from social media, in honor of the 27 million who've disappeared because of slavery. #enditmovement." 

On February 27, newsfeeds were silent with the exception of one status: "X #enditmovement." 

And today, participants re-engaged social by posting: "Yesterday we disappeared for the day. Today, we're back to Shine a Light in the darkness for the 27 million. #enditmovement." 

Those who played their part did so well, because it was easy to. And as a result, a small thunderclap of freedom fighters made noise on social for three days. 

I saw tweet that asked, "What do you actually think not being on social media for a day will do for people in slavery? So dumb." 

To answer the question: well, nothing! Nothing at all! My profile picture freed no captive and brought no justice. It did receive some likes and attention from my personal network, who perhaps will be more responsive to the issue in the future. Awareness is not a solution, but it's the only possible genesis of one. Awareness is heralding a headline, waving a flag, sounding the alarm, and as Gary Haugen of IJM says, "Awareness is doing the work!" 

As the End It Movement continues to unravel across campuses and communities, we will watch closely to see if the sounded alarm is greeted by a community ready to lend a hand along with their voice. 

[takinittothetweets]

Last Tuesday water.org released this mock-press conference on YouTube. This three-minute clip has viraled acoss social platforms to rack  up over 600k views in days. The bit features Matt Damon (co-founder of water.org), who steps up to the podium and pledges to not relieve himself until the 2.5 billion people without toilet access can relieve themselves. Damon incites his audience to join him at strikewithme.org to strike against "going to the bathroom" until clean water is no longer a luxury. 

Staring alongside Damon are noted YouTube vloggers posing as dingy reporters. Post-conference these internet hams, like Shay Butler, LivePrudeGirls, and lisbug, blasted personal vlogs to their millions of followers featuring Damon and his message. A move that exponentially increased water.org's social reach. 

Since the video, ralliers have joined in by Instagraming photos of themselves with "strike" signs near bathrooms, engaging in peer-to-peer video sharing, and most notably by shelling out cash. Water.org's fundraising page set a modest goal of $10,000. As of posting, their raised amount had reached $64,210-- over 600% of water.org's goal.  

So how did water.org reach wallets online? First, water.org featured universally-well-liked Matt Damon. He's not a polarizing figure, and you kind of want to be on Jason Bourne's team. Second, Damon had a clear message, and an even clearer call to action: $25. One donation, one time, that's it. Finally, there is the noted absence of a weepy Sarah MacLaughlin song. The hilarious quips instead made the message shareable, and most importantly, likeable. 

Damon explained his approach to the LA Times like this: The concept of experimenting with comedy to generate new levels of awareness and participation in the cause is something we've been toying with for a couple of years. If Sarah Silverman and I can generate millions of views on YouTube for something ridiculous, then we should be able to do better for one of the most important and solvable issues of our time.

So cheers to water.org for their example and for their success. And cheers to Matt Damon, who can now go to the bathroom again. 

[takinittothetweets]

A group of freshmen boys filmed this video this week in a dorm at the University of Georgia. If you watch it once, you'll watch it twice and then again after that. It's the Lay's of YouTube videos. That's probably why these guys got 81,000+ views in less three days. I shared this with my fifteen year old brother who very astutely replied, "Oh yeah, Harlem Shake. It's trending right now." He's so 2013. I give it a hot second before brands clamor near and far to make their own versions laden with office hilarity and smart product placement. 

The Harlem Shakers prove that we actually love surprises. Most especially when they are outrageous and hilarious. As content marketing takes a seat at the head of the digital table, social curators have an opportunity to use the element of surprise. It's what we post, share, like, re-blog, re-tweet, and comment on. This kind of content is less invasive and more welcome than its obnoxious older brother, guerrilla marketing, and really could be new legs for brands and causes. Of course, relevant content will always be well, relevant, but every once in a while we just need to shake it out. 

[takinittothetweets]

This video viraled around the web this week, filled my heart, and lightened my feet. I have watched this little prez six times already tell me that we are on the same team, and I believe him. 

Why does his message work on social media? It's optimistic and empowering. It's hopeful and inciting. His call to action is simple: make the world awesome. 

When it comes to using social media for social causes, I think we need to take Kid President's approach. Promoting awareness of the dark, discussing the dark, and campaigning against the dark is ultimately an attempt to make darkness go viral. As my friend Kid President showed me, though, we were meant to share light. This week I will be brainstorming how to bring this spirit of humor, affinity, and hope into the fight against human trafficking. In the meantime, let's make everyday better for each other and dance! 

[takinittothetweets]

What if history could re-tweet itself?

This week America celebrated the vision of Martin Luther King, Jr. We all tweeted quotes about justice and equality and enjoyed our day off. We also inaugurated our black president for the second time, and it all came full circle. As #inaug2013 and #bangs trended all day Monday, we gathered round our virtual water cooler to chat about America's big moment. We participated in history by voicing our support or criticism (Hey, bangs aren't for everyone). But what if Twitter was around on August 28, 1963? What would our chatter have looked like?  

"@freedomfighter25 Never seen this many people in one place. Electric energy. This is the moment! #MarchOnWashington" 

"@SaturdayEvngPost 200,000+ gather in #DC. Area police prepared for conflict #MarchOnWashington" 

"@GAPeach63 Watching the speech now! Tears streaming, Dreaming with you, America! Envisioning #change for my state"

"@MartinLKingII Thanks everyone. Your presence & your voice made history today. #America is listening. #MarchOnWashington" 

Can you imagine the online thunderclap that would have occurred that day? How many more people would have participated in the civil rights movement if they could do so virtually? 

Thankfully, that day didn't need Twitter. Twitter itself cannot affect justice and equality. Change always has been, and always will be, ushered in by people who care and don't shut up about caring. The justice movement echoes 60 years later in the fight for the 27 million people trapped in modern-day slavery. Except this time, America is used to never shutting up. Yes, we care about #bangs and #beyonce, but we care about important things, too. So, there has never been more potential for viral change than today in 2013-- and the freedom fighters have very adept thumbs. Just give us something to talk about. 

Here's to you, Martin Luther King, Jr. Thanks for giving us something to talk about. 

[takinittothetweets]

It's been a big week for puppies and panties.

This precious picture blew up newsfeeds and hearts on Tuesday. When these toothy smiles asked the world to help them get a dog, we showed up to do our part. 1,688,985 of us. The photo oozes with stuff Americans love: french fries, star wars, puppies, blondes, and most importantly, sticking it to dad. So we bandwagoned, and in just seven hours a puppy won five new playmates. 

In a similar effort, friends with (hopeful) benefits posted this call to action online. Less vanilla than toddlers and puppies, we still clicked and he scored with over 1.2 million likes. 

But what about this picture from this week?

This is a former victim of human trafficking, asking us via the END IT Movement to be "In it to End It." Most of us would agree that this cause is more important than retrievers and the bedroom, but it only received 2,581 likes and 358 shares. Why? Well for starters this picture is kind of a bummer. Does that mean we only rally in droves behind positive causes? Or perhaps, it lacks a real deliverable. Our like can literally get a puppy, but our like does not free 27 million people. Engaging with this picture also feels a little like discussing politics or religion at a block party-- a little uncomfortable and just creates a long line for the pigs in a blanket. So is this content even appropriate for our social space? 

I think it is. All of our conversations (even the less glossy ones) have gone social. But, I don't go online to feel powerless. I go online because I think what I have to say IS weighty and effective. How, then, can we frame our fight against human trafficking to ignite a social wildfire? 

Join me here, on this space and at @katiejback on Twitter, as we figure out together how to take social justice to social.