Charity tie-ups on social media: exploitation or worthy cause?
Linking with a charitable cause via social channels can significantly drive engagement with a brand, according to an interesting report by Wavemetrix. With brands from AmEx to Dell to Nike embracing the trend of using social media to promote charitable causes, the research firm has discovered that the strategy is as likely to backfire as it is to succeed.
The biggest risk for brands tackling this approach seems to be coming across as self-serving. Step forward AmEx, whose recent “Be Inspired” charity push invited Twitter users to share their greatest inspirations, promising to donate 50p to the Prince’s Trust for every related tweet and retweet.
Wavemetrix analysis found that almost half of tweets generated by the campaign were negative, often critiquing the brand for lacking integrity. The severest posts were sarcastic and angry in tone, suggesting the potential damage that can come to a brand when a philanthropic effort backfires.
However, conducted correctly, the effects can be remarkably positive, as demonstrated by Estee Lauder’s new Breast Cancer Awareness tie-up. Using Facebook as a primary social marketing channel, the beauty brand set out to raise awareness of the 19th year of its Breast Cancer Awareness campaign, while linking the campaign to its “pink” product range.
Far from creating cynicism or allegations of exploitation, this campaign has had a positive effect. Linking a charitable cause directly with a product range via Facebook has driven engagement, increasing Estee Lauder’s association with the campaign and nurturing positive product discussion. You can view the detailed analysis here:
Have you had any experience, whether positive or negative, with running a charity tie-up on social media? Do you think the strategy risks being exploitative? Or is social media marketing a useful means of communicating a charitable message, benefiting both the charity and the brand? We’d love to hear your thoughts.
Interesting – I’ve written a blog post on Proctor and Gamble offering to donate a pneumonia immunisation to a third world child for every ‘like’ on Facebook (Vick’s ‘Road to Relief’ campaign) . I do see this as exploitative, and question the value of the ‘likers’ they would get as prospective customers. I also don’t think it does much for the brand – but, interestingly, most of the comments on the Facebook page are positive! Maybe its just me… here’s the post in case it’s of interest. http://bit.ly/qMIvD4 . What do others think?
I am not naive but I honestly believe in companies having a social responsibility and charitable campaigns. I am taking the company I am part of to that direction because I believe that while companies are practically profit-oriented, it must give something back to the people that makes it a business in all aspects.
Abuse and negative impact is inevitable – specially, if it looks like an actual “media campaign” rather than an actual “charity campaign.” In the example above, I still think that in spite of such negativity, the target has been met. The negative comments must be used to a campaign’s advantage – probably addressing questions/issues/topics raised through blogs, articles or various channels. Charity campaigns must also have updates on it – a profile of the beneficiary, how it was helped, etc. It makes the effort more meaningful and less scrupulous.
We really encourage our Viva Business Networking members to get involved with a charity. I think having a CSR policy is important for all businesses, no matter what size. Of course there is some PR value but what matters most is the support businesses are giving to charity whether through financial help, profile raising, volunteering and support. This is so vital. Its important to consider the type of charity you support and how this aligns with your values, beliefs and your business. I lead by example and currently support 3 charities The Willow Foundation ( because my friend used them before she died), Action for Children ( I have 2 happy healthy children and want to support those less fortunate) and ReachOut Plus ( I had 2 disabled parents and this charity helps those who are disabled and is locally based to me). I support these charities by promoting and attending their events, giving them a free membership and lunch to attend my business networking events, running my own events in support of them and raising awareness of what they do and how people can help. I have seen examples of blatant exploitation however these are few and the support a charity gains from having businesses champion their cause is generally immeasurable.