My company Zoetica teamed with Network for Good to co-author Cause Marketing through Social Media, a free eGuide. Geoff Livingston was the primary author from our team and Kate Olsen led the effort on the Network for Good side.
If you are a company looking to adding a cause into your social media outreach, this guide really delivers substance, including what pitfalls to avoid. Filled with case studies, it should inspire you to consider adding a cause strategy to your social media outreach.
It also reinforces something that Zoetica CEO Beth Kanter and I are also discovering in our research as fellows for the Society for New Communications Research, which is that successful cause campaigns are most often aligned with corporate personality and brand, are authentic to the core identity of the company, are transparent in how money or service is delivered to the cause, and add significant value to the cause and community. Great campaigns also find a way to inspire its customers and fans to join in the fun!
If you are interested in this kind of campaign, you can download Cause Marketing Through Social Media for free.
Let me know what you think. What makes a great cause campaign in your book?