Social Media Campaigns that Mean Something
Social media is all about getting a group of people with similar interests to do something. Yes, these tools are great for customer service, but they are well-suited to be action tools.
The key with any campaign that need action, however, is that it has to be simple. People don't want to be bothered or hassled online. They want to conduct their business and be on their way.
However, if you can slip your call to action into their online routine, then you'll have success getting people to embrace your call to action.
Take, for example, the campaign launched by Digitas this morning on behalf of Massachusetts General Hospital's Cancer Center.
Their call to action is simple: ReTweet a message from the @theonehundred Twitter account that includes the #TweetForACure hashtag, and $1 goes to cancer research.
Pretty simple approach and arguably, it will be very effective simply because the "ask" is simple. With a couple clicks of the mouse, a cyber-donation is made. There's no form to fill out. There's no marketing ploy hidden in the fine print.
In this case, MGH’s Cancer Center receives $1 for every unique ReTweet from May 5 until June 2, 2010. Each Tweet from an individual Twitter user means a larger donation for the MGH Cancer Center and represents a micro-donation from Digitas, who, along with their sister agency MS&L, are supporters of the one hundred.
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