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Submitted By quyenlnt
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THE RAISE OF USING SOCIAL MEDIA IN NON PROFIT ORGANIZATIONS
SUMMARY:
This paper will address my observations about the roles of social media, how it affects non profit organizations in term of marketing and fundraising from both negative and positive side
BACKGROUND
Social media is defined as “group of Internet-based applications that build on the ideological and technological foundations of web 2.0, and that allow the creation and exchange of user generated content” Kaplan, Andreas M.; Michael Haenlein (2010). Bringing organizations the ability to interact with the society, social media has been revolutionizing the way organizations doing marketing.
It is obvious that every organization has a great need in in marketing itself, interacting and communicating with its members and society to keep them informed and engaged. For special organizations like non-profit ones, the need of effective communication channels at zero cost is likely greater, especially during challenging economic time today. And social media, currently, is likely the best choices for such organizations.
EARTH HOUR-A SUCCESSFUL CASE OF USING SOCIAL MEDIA FOR REACHING AND ENGAGING TARGET AUDIENCES
According to Facebook early October 2012, Facebook now has more than one billion users each month and its one billion users have been responsible for 1.13 trillion “likes,” 219 billion photos and 17-billion location check-in. Being one of the “top of mind” social net work, Facebook is used by most of non profit organizations to communicate and interact with their community.
Let’s take “Earth hour” as an example; it started in 2007 in a small city in Australia, Earth Hour aimed to create among Australians on the issue of climate change. Thanks for social media; Earth hour is now the biggest ever-public awareness campaign about environment. More over, Earth hour now is not only about “no electric for 1…...

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