In 2014, there was a global activity which involved a number of people from different countries, the Ice Bucket Challenge. This activity was launched by ALS Association and was promoted on Facebook. The Ice Bucket Challenge has affected China as well, even if people cannot use Facebook here. On some level, the Ice Bucket Challenge has been converted from an activity into a phenomenon, at the end of this activity, people has started to treat it like a carnival. Anyway, let’s put the result and the effect of this activity away, focusing on the medium, Facebook. Don’t you think that this was the most successful advertising of Facebook ever?
Nowadays, with the development of our society, on the one hand, an increasing number of people have understood that the importance of social responsibility and public benefits. On the other hand, some companies and organisations also have joined the group of helping people in need, improving air quality, and protecting the environment. However, for a number of these organisations, especially the NGO or NPO, the budget is a very tough thing. Therefore, for these organisations, social media could be regarded as the most effective and money-saving platform to promote their activities.
Take Facebook as an example. In 2017, with more than 1.94 billion monthly active users, Facebook is still the most popular social media in the world. Today, Facebook has it own Nonprofits Channel which allows people to create a page for building their communities, raising awareness or raising funds.
For instance, if I want to do something about protecting the environment to grab people’s attention, I can follow the instruction on the page and build my own pages.
And if I intend to give my help to a disabled person, I could use Facebook to launch a donation activity which involves all the people who have a connection with me on Facebook.
Personally, I think that this channel is more suitable for people who really want to do something while do not trust those organisations. Firstly, every single person can launch an activity online, which means people could help a specific person or change one specific phenomenon. As a result, there will be more people get help from outside. Secondly, with Facebook nonprofits channel, we do not need to donate money via some organisations and give our money or items to people in need directly.
In conclusion, creating a nonprofit’s activities on Facebook is a win-win thing. For these people who intend to contribute to society without any budget, Facebook is a good platform to be considered. And for Facebook, this is a time-saving and money-saving method to promote itself and engage more users in the future.
Dupere, K 2016, Facebook launches new website to help nonprofits master the platform, blog, 19 February, viewed 15 May 2017, <http://mashable.com/2016/02/18/facebook-for-nonprofits/#iQgsrCM7agqA>.
Etter, M, A & Vestergaard, A 2015, ‘Facebook and the public framing of a corporate crisis’, Corporate Communications, vol. 20, no. 15, pp. 163-177, viewed 15 May 2017, Proquest database.
Woolf, N 2016, Remember the ice bucket challenge? It just funded an ALS breakthrough, blog, 27 July, viewed 15 May 2017, <https://www.theguardian.com/society/2016/jul/26/ice-bucket-challenge-als-charity-gene-discovery>.
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