The Power Of Social Media
Facebook, Twitter, Instagram and WhatsApp all sound like a huge playground when
someone hasn’t given them much thought. Due to the ease with which one can
connect with the world from their keypad, sitting comfortably in their home or going
about their usual business without having to necessarily stop – social media has
become an integral part of many people’s lives.
What once was the global village can now easily be manipulated into any shape the
internet user desires through the choice of connections social media platforms offer.
What once was the fantasy of the 1956 British film Around the world in eighty days
has become more than achievable as people can travel the world in minutes.
TBWA recognises the power of social
media and we have developed services
to integrate social media into our digital
marketing strategies. Without tying it to
business, the power of social media can be
illustrated from exploring campaigns that
have made an impact worldwide.
We have put together three noteworthy
movements that have come alive – all
thanks to social media.
2
#BringOurGirlsHome
When infamous militant group Boko
Haram abducted over 200 young girls from
their school in Nigeria, the story did not
take time to make headlines on the news.
Social media immediately shared the news
through shared links and the world was
instantly united in expressing their outrage
over the issue.
Twitter, the most conversational social
media platform adopted the hashtag,
#BringOurGirlsHome which went viral
reaching millions of people all over the
world.
First Lady of the U.S.A Michelle Obama
among other prominent people joined the
world in speaking against the gruesome
crime. Social media became the tool that
successfully informed the whole world
about one nation’s problem transforming
it into an international problem to solve.
#IceBucketChallenge
The Ice Bucket Challenge is another
campaign whose reach was catapulted
by social media. In fact the campaign
was designed to be accommodated and
mobilised on the social media space.
The challenge involved pouring a pail
of cold water over your head, posting
photographic evidence of the pour on
Facebook, Twitter, or Instagram, and
then challenging friends to do the same
within 24 hours or give $100 to aid with
research on and awareness of the disease
amyotrophic lateral sclerosis (ALS, also
known as Lou Gehrig’s disease).
Not only did it raise more than $100 million
for ALS, the progressive neurodegenerative
disorder that affects nerve cells in the
brain and the spinal cord, but it has also
heightened awareness for a disease that
the world knew little about.
#theblooddrive
The Zimbabwean community is not exempt
from the social media village as there have
been local campaigns taking advantage
of this useful space. The ZimboLove
foundation launched a campaign similar
to the #IceBucketChallenge in which
nominated candidates would donate a
pint of blood or alternatively eat a serving
of red chillies on camera.
The cycle went on with the next nominee
doing their part involving as many people
as possible. Videos were shared on social
media with a nomination of the next
participant made.
The strength of #theblooddrive penetrated
traditional forms of media with newspapers
and television encouraging Zimbabwe
to join in. Our blood bank continues to
benefit from the campaign as many have
become dedicated blood donors through
the interaction on social media.
There you have it! The power of a simple
hashtag placed in the right place can bring
the world to pay attention. It is this power
that we ha ve harnessed as an organisation
to bring #MyDigitalFuture in collaboration
with TechZim.