Post by campbellol on Oct 2, 2014 18:22:51 GMT -5
Greenpeace International is a phenomenal example of a nonprofit that excels at using social media. Having a very large amount of followers for both the International organization and it’s regional branches on all platforms, they manage to get controversial issues out in the public eye. Having been known to use controversial tactics to expose certain issues to the public eye, they move their followers to put pressure on organizations in an often-successful attempt to change their interactions with the environment with the hope of making this planet a healthier place.
One of their most successful social media campaigns was released in 2010, involving a youtube video aimed at Nestle’s farming of palm seed oil that resulted in mass deforestation, and consequently the death of hundreds of orangutans. The shocking video of a man pulling an orangutan thumb out of a kit-kat package quickly achieved over 1 million hits on youtube, and experienced an even larger explosion of views when Nestle’s attempt to remove the video backfired and resulted in even mores views. After a month of continued harassment from social media users on all platforms, Nestle finally announced that they would cease their work with their palm seed provider and would seek out a more environmentally conscious option. Although Greenpeace was responsible for producing the video, it was because of their followers that Nestle changed. Greenpeace quickly realized this and began making a larger push for support and activism, raising awareness for countless causes and urging followers to sign online petitions.
On instagram Greenpeace has managed to raise the awareness of the hashtags they use, which mainly involve variations of #savetheworld, including #savethearctic and #savethebees, and also recently employed the use of #NuclearFreeJapan. They also work closely with actors that believe in their causes, recently featuring a series of photographs of Simon Pegg, David Tennant, and Tom Hiddleston, wearing “save the arctic” t-shirts.
Another interesting thing about Greenpeace and its followers is its tendency towards its original grassroots movement in Greenpeace’s regional branches. For a time, Greenpeace Brazil had more followers on twitter thanks to a quick social media team that was willing to learn from its mistakes, and a very responsive local following that was willing to spread word on instagram, youtube, facebook, and in the community, to raise awareness and support for the organization and it’s work in Brazil. This is something that the nonprofits we have covered need to push harder for (and are trying to do with our help.) It’s up to us to spread the word about certain organizations and their causes, and the best way to go about doing this is by helping members of the online community understand how their social and financial support is making a difference.
www.mobilisationlab.org/social-media-engagement-ftw-lessons-from-greenpeace-brasils-growth/
www.greenpeace.org/international/en/news/Blogs/makingwaves/social-media-can-save-the-planet/blog/11832/
One of their most successful social media campaigns was released in 2010, involving a youtube video aimed at Nestle’s farming of palm seed oil that resulted in mass deforestation, and consequently the death of hundreds of orangutans. The shocking video of a man pulling an orangutan thumb out of a kit-kat package quickly achieved over 1 million hits on youtube, and experienced an even larger explosion of views when Nestle’s attempt to remove the video backfired and resulted in even mores views. After a month of continued harassment from social media users on all platforms, Nestle finally announced that they would cease their work with their palm seed provider and would seek out a more environmentally conscious option. Although Greenpeace was responsible for producing the video, it was because of their followers that Nestle changed. Greenpeace quickly realized this and began making a larger push for support and activism, raising awareness for countless causes and urging followers to sign online petitions.
On instagram Greenpeace has managed to raise the awareness of the hashtags they use, which mainly involve variations of #savetheworld, including #savethearctic and #savethebees, and also recently employed the use of #NuclearFreeJapan. They also work closely with actors that believe in their causes, recently featuring a series of photographs of Simon Pegg, David Tennant, and Tom Hiddleston, wearing “save the arctic” t-shirts.
Another interesting thing about Greenpeace and its followers is its tendency towards its original grassroots movement in Greenpeace’s regional branches. For a time, Greenpeace Brazil had more followers on twitter thanks to a quick social media team that was willing to learn from its mistakes, and a very responsive local following that was willing to spread word on instagram, youtube, facebook, and in the community, to raise awareness and support for the organization and it’s work in Brazil. This is something that the nonprofits we have covered need to push harder for (and are trying to do with our help.) It’s up to us to spread the word about certain organizations and their causes, and the best way to go about doing this is by helping members of the online community understand how their social and financial support is making a difference.
www.mobilisationlab.org/social-media-engagement-ftw-lessons-from-greenpeace-brasils-growth/
www.greenpeace.org/international/en/news/Blogs/makingwaves/social-media-can-save-the-planet/blog/11832/
