Social Media Strategies of Socially Conscious

BusinessesAriel Rivera

Tierney TorchinJohn BerggrenJosh Almond

ToMS Shoes & Krochet Kids

• TOMS• Established 6.7 million dollar

industry• Media focus on cause• Work with other non-profits

• Krochet Kids • Education and mentorship

program • Media focus on product

• Facebook, Instagram, Blogs

Successful MediaConsistent branding across media

Lifestyle image

Cause related posts vs. product related

Use of hashtags

#TOMSNepalBoot

#KKiOutside

Web 2.0: Fan involvement

Kiva &World Vision Micro

● Strong media strategies

● Independent non-profit

● Aims to get an emotional pull

● Strong strategies, weak employment

● Subsidiary non-profit to World Vision

● Business strategy

Successful MediaMedia is formatted to appeal to the different audiences on each social

networking site

SunCycles & Divvy Bikes

• Demographics• Hipsters, students, and tourists.

• SunCycles• New company• Minimal use & misuse of Social Media

• Divvy Bikes• Established company• Very active and effective use of social

media

Successful Media● Social Interaction● Hashtags

○ #Divvyon○ #Divvyween

● Content production

Disabilities• Took a very passive role in social

media• Allocated very little funding to video

production• Brand recognition of DSUSA is very

poor• Overall, did not incorporate enough

for-profit strategies• Took a very active role in social

media• Allocated significantly more

funding to video production• Brand recognition of WWP is very

high• Successfully blended non-profit

ideals with for-profit strategies

Successful Media• Content Production

• Video & Social media • Community Engagement

• Via website and social media outlets.

For-Profit● Rapidly growing industry● Goals

○ Supporting local and global community.● Method

○ Pictures.○ Sell a product that supports a good cause.

● Focus○ Providing services/goods to those in need.

● Social Interaction○ Content production (about the brand).

Non-Profit

• Emotional appeal• More important than professionalism• However, in some cases too much emotional

appeal can hurt the overall effectiveness of the media strategy.

• Donations• Very prevalent, linked on every page• Rely on others to fulfill their functions

Crossover

• Non-profits must act as for-profits• Giving out loans• Managing those

who receive benefits

• For-profits must act as non-profits• Emotional appeal• Make the cause look

worthwhile• Community

Development• Mutual Benefit