Carly DeSantis, Josine Tola, Belise Mutoniwase, Marlies van Kempen
Online social networks have powerful potential for individuals and non-profit organizations that are trying to solve community issues. Most non-profit organization has limited resources to publish their campaign, so they depended on word of mouth. Down below you can see how word to mouth message grows the attention
A good example of how NGO can use social media to increase engagement is the Kony2012 campaign. My brother came at home one day and asked me if I had seen the Stopkony video' My reply was no, so he immediately showed me and after watching the video I shared it on every social media that I'm signed to
Not long ago Invisible children launched a (kony2012) campaign via YouTube and Vimeo. They made a 30 min film, with the purpose of promoting the Stop Kony campaign this to make Ugandan cult and militia leader, indicted war criminal and International Criminal Court fugitive Joseph Kony globally known in order to have him arrested by December 2012, the time when the campaign expires.
YouTube- user generated content
The video was viewed by 99.6million people in a period of two weeks with other viewing emanating from a central "Kony 2012″ website operated by Invisible Children. The intense exposure of the video caused the "Kony 2012″ website to crash shortly after it began gaining widespread popularity. A poll suggested that more than half of young adult Americans heard about Kony 2012 in the days following the video's release. The impact of this campaign via YouTube was immense that a resolution was put forward by Senators Jim Inhofe and Chris Coons(senators in the United States). The resolution stated that it would back "the effort of Uganda, the Democratic Republic of Congo, the Central African Republic and the newest country, South Sudan, to stop Kony and his Lord's Resistance Army", along with an official statement of support
Support among senators for the resolution came about after the release of the Kony 2012 video and its subsequent popularity. One of the resolution leaders, became aware of the situation after his daughters asked him what he was doing to stop Kony. Collaboration with influential people made the campaign trustworthy (credibility).
This organization succeeded in maximizing awareness. Spreading their work and achievements in the community allowed them to also stay connected with their supporters this organization tweeted, flickers and poked it way into mobilizing a larger number of supporters for the campaign. Hashtags #stopkony and #kony2012 were among top trending topics on Twitter as the campaign took off.
The whuffie factor of this organization is that they have the ability to build relationships at a time through the various online networks. the maker of the video made sure that the message was clear by shocking the viewer with facts and even personalizing it so that people watching would understand his point of view.
The involvement of the online community raised awareness about the issue and gave people a chance to get involved in doing something good for someone else. Viewers had two choices either share the video or donate money and get an action kit. Now let us hope that they will catch Kony by the end of 2012, because if they do this campaign would be revolutionary is the social media department
sources
Kony2012 video, http://www.youtube.com/watch?v=Y4MnpzG5Sqc
Word of mouth, http://www.marketing-made-simple.com/articles/word-of-mouth-advertising.htm#.UIkS4MVmLJc
Viral spreading, http://www.marketing-made-simple.com/articles/word-of-mouth-advertising.htm#.UIkS4MVmLJc
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