This is an interesting new report that research organisations should consider. The authors looked at social networking sites and how they support social good.
…social media is being used as a force for good that leads people to action, says Denise Keyes, executive director, Georgetown University Center for Social Impact Communication. The study demonstrates that these tools can go beyond just building awareness and creating connections to compel meaningful, measurable action.
- 55% of digitally active, cause-savvy American adults were likely to do far more than simply “like” a cause.
- 68% of the respondents donate money, 52% donate personal items/food, 43% attend/participate in an event related to the particular cause, 53% of them volunteer.
- The top source of information about a cause is from social networking sites itself.
The study was released by the Georgetown University Center for Social Impact Communication and Waggener Edstrom Worldwide.