Page 292 - Social Media Marketing

c h a p t e r 10 : ╇ S ocial O bjects╇ ■perspective on the cause itself. The issue-awareness created by association with cause-based
organizations such as Habitat for Humanity or the Susan G. Komen Foundation within
the businesses that support these organizations brings significant value to all involved.

At the same time, by being directly involved in a way that connects your busi-
ness with a cause, you also create a new relevance and point of engagement with your
customers and stakeholders. As they develop an appreciation for your participation—in
however large or small a way you have chosen—you’ll find yourself garnering favorable
references on the Social Web and gaining new insights into how your existing business
can better serve its markets.

Figure€10.4 shows the Tyson Foods “Hunger All-Stars” program, a cause-based
effort that taps the company’s unique capabilities across a number of social channels
and additionally highlights the individual contributions of its Hunger All-Stars. This
point is a big one: Highlighting the individual contributions—making the participants
the stars rather than the brand—is an absolute “best practice” in social business.

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Figure€10.4╇â•T‰ yson Foods’ Hunger All-Stars