BlogWorld Expo is taking place in Las Vegas, meaning you have a huge concentration of people with a large online presence. This is the perfect time and group for a brand trying to get some social media marketing off the ground and there’s been a few attempts. But non are quite as audacious is the plan from Everywhere , who hatched an idea to raise some money for charity at the same time as breaking a Guinness World Record.
The cause is cancer, with the money going to a group of cancer charities from a research group through to care group. The money raised is being donated by Coors Miller Light and eBay/Paypal, who will give 1cent for every mention of the hashtag #beatcancer across Twitter, Facebook and blogs. Its an interesting idea that has taken off well – it does not take too many people starting a trend like this for it to be picked up.
The mentions are being monitored and counted over at Beat Cancer Everywhere, which displays a random selection and gives you the tools to get the message out easily and quickly to your networks. But I think easy is the correct term. It’s too easy just to add a tag to a tweet. There are ways of donating directly on the page, but it does not seem as though are being taken up very often; also by my calculations, they’ve raised just over $1400 so far from mentions, maybe not as much as expected.
I think this is a great idea, using the networks to get everyone thinking about a cause. It’s worked well and the awareness looks high. But it’s not necessarily the best way of driving donations as it’s too easy to write a quick update and reckon that’s your charitable donations sorted for the month. The best ways of raising real money require direct action, not passive tweets. The #blamedrewscancer is another hashtag for awareness, although in here there are a lot of drives to raise money with direct action, including trying to ‘sell’ the Twitter name Drew to Drew Carey for $1m.
So join in the hashtag frenzy, posting it as often as you can and raise awareness. But also go out and donate directly, either to the charities specifically mentioned or to your local ones (can I suggested Cancer Research Uk?)
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