Harnessing the Power of Social Media: Good vs. Bieber - Page 2
For each online mention of #BeatCancer during the 24-hour time frame, Ebay/PayPal, MillerCoors Brewing Company and Genesis Today donated one penny to the cause, resulting in more than $70K in donations to nonprofit cancer organizations including Stand Up to Cancer, Alex’s Lemonade Stand, Bright Pink and Spirit Jump (all 501(c)(3) organizations accredited by The American Cancer Society).
Yesterday, nearly two and a half years later, the Everywhere #BeatCancer world record finally toppled to Justin Bieber fans who set off to beat the record in honor of his 18th birthday. After all, what else do you get for a boy who has everything?
Given the rapid evolution of social media from the time #BeatCancer took the social media record to today, it’s a surprise that we were not dethroned sooner. These days, everyone and their grandma are active on social media. In July of 2009, Facebook reported that they had 250 million users “strong.” As of February 2012, Facebook now touts a network of more than 845 million active users. These numbers only encompass one social media platform; since then Twitter too has experienced rapid growth and we’ve seen so many other networks jump out of the woodworks with growing masses, from Google+ to Pinterest among others.
We’ve experienced social media harnessed for social good as well as for celebrity status, from Justin Bieber’s 18th birthday campaign to Lady Gaga’s new platform for “Little Monsters.” Some ask if we’ve become oversaturated with social media, buried in a sea of invites from brands to like, follow, pin, check-in, etc. While others wonder if social media has or will ever reach a “tipping point” – from the organization of the uprisings in Cairo, #OccupyWallstreet or even the formation of so-called social media lynch mobs. Given all the multi-faceted purposes of social media, where do you fit in?
This article was co-written by Liz Schmidt, digital PR & Research Manager at Everywhere.