5.
Media Analysis: Which media platforms seemed MOST and LEAST effective in
helping your SOCIAL MARKETING CAMPAIGN achieve its stated goals? Be specific
and analytical in your response.
Charity: Water has established a strong presence on social
media by launching several successful campaigns to promote and raise money for
their cause. The founder of Charity: Water started the organization on his 31st
birthday and generated $15,000 through donations from friends, which helped
Charity: Water build wells in Uganda. Another campaign that Charity: Water
launched was the Twitter Festival, or “Twestival” which raised nearly $1
million dollars for the organization. Charity: Water has used Twitter as an
effective tool to reach their audience through power and emotional stories and
conversations, which illustrate the goals and accomplishments of the
organization.
Charity: Water uses Twitter, Youtube, and other social media
platforms to share their videography, photography, and graphics that help tell
the organizations story and plans. Charity: Water has a dedicated staff that
constantly updates Twitter and Facebook with videos, including one video
project that was produced by the director of Hotel Rwanda. This 60-second video
follows a woman carrying a gasoline jug full of dirty water, which she brings
home and serves it to her children. The ad was extremely powerful and reached
millions of viewers. From their aesthetic website and marketing programs, to
their strong social media presence, Charity: Water is conducting one of the
most successful social marketing campaigns in recent history. Charity: Water
has done a great job at using all social media platforms to promote their
message, but I think we could see them use Snapchat to reach their audience in
the near future. For now, if appears that Charity: Water will continue to rely heavily
on promoting their campaign via Twitter and Youtube.
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