With the Internet’s ability to empower individuals, social media platforms have become powerful forces for change and community action. Social media interconnects millions of people at any given point providing everyone with a megaphone that can be heard far and fast.

While companies conventionally buy media and hire PR agencies to tell people about their charitable efforts, recently Adweek reported on a different kind of media tactic to help people discover and disseminate the good deeds of brands. More brands are tapping into people’s do-gooder impulses to spread their charitable messages through P2P endorsement. Giving the supported charity a donation is incentive for people to post about it in their personal feeds—the real-time “stream” of updates on Facebook & co.—creating word of mouth that comes close to a personal recommendation.

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