Social Media and Selfless Social Good

Homeless

Do Companies Really Care?

“Likes” and “follows” build an audience, but marketers want more. Marketers want the deeper connection the words like and follow imply but have lost as social collections have replaced true social connections.

I saw this weekend’s #usblogs challenge on social media and social good, and it clicked. Marketers want an emotional connection, they talk about “humanizing” brands and having conversations with people. Yet marketers often miss the opportunity to rise to an occasion and selflessly do good. Sure, companies respond with donations. However, many seem like calculated, self-serving moves, like the recent Bing gaffe to give to Japan.

The key marketers miss is selfless good. Look around, consider your friends. The real people, not the brands with a label next to your name. How many only care about themselves? How many only help others after weighing the benefit to themselves? Likely, not many (or you need some better friends). [Read more…]