Likes don’t save lives

The video shows two famous Swedish personalities trying to pay food with likes.

UNICEF viral campaign “Likes don’t save lives”  in 2013 took a direct approach to remind people that liking or retweeting does not mean donation. People often tend to view social media as entertainment source rather than a serious platform for donating their money. People believe that they helped by clicking the “like” button. UNICEF’s ad helps in raising awareness to not stop at clicking but to go further and act. The ad was extremely successful and it helped the vaccination of 637 324 children against polio, showing that social media can educate and effectively reach people.

Matt Collins pointed out in the guardian how the high volume of messages exchanged at any time on social networks makes the charity only able to reach  2.6 % of their audience with their message, and victim of a staggeringly high bounce rate, going as far as suggesting to abandon social media marketing altogether.  His article touches many aspects that are probably true and not just for charities: recently DeRay McKesson hoped  he can turn his 330,000 followers into at least 20,000 votes in the mayoral race for Baltimore,obtaining instead a mere total of 3077. Does this mean that social media shouldn’t be used by charities or organisations? Going back to UNICEF success with their campaign, one may argue that it was mainly to be attributed to UNICEF established name, however I believe being aware of social media limitations and specificities informed the campaigned and in doing so enabled the organisation to best capitalise on their social media presence.

 

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