When considering how to use social media for nonprofits or for business social networking strategies, looking at an example can be useful. The recent revolutions in Tunisia and Egypt were fueled by social media messages on sites like Facebook and Twitter, which shows just how powerful these new mediums can be for sparking social change.
In the area of advocacy, the secret to using social media successfully is to match online campaigns with organized physical action. A website alone is unlikely to create broad-based change, but it can serve as a rallying point for action. A good example of this is the charity called Invisible Children, which posts videos it creates on sites like YouTube, Facebook and Twitter to rally students across the US in opposition of child exploitation in Africa. The group organized a protest in 2009 outside Oprah Winfrey’s Harpo Studios which significantly raised visibility for their cause. This is how you can use business social networking tools for your business while promoting a cause.