Post by changc6 on Sept 30, 2014 18:33:21 GMT -5
Susan G. Komen foundation started as a promise from one sister to another to end breast cancer for good. This organization focuses on multiple aspects from research to public polity to global outreach initiatives. As the world’s largest breast cancer organization you can only imagine how efficient their social networking strategy is. They offer a variety of social media connections such as Facebook, Twitter, Myspace, YouTube, and Flickr. Most people are not even on Myspace anymore, but they still offer the page demonstrating how long this foundation has been around. Other organizations offer the most up to date platforms like Facebook, Instagram, and Vine, which differ from Komen’s more traditional approach.
In 2012, Susan G. Komen Breast Cancer Foundation was nominated for the Shorty Industry Award for Best Use of a Hashtag on Twitter. They were partnered with WWE and used the hashtag, #RiseAboveCancer. The hashtag received 72,000 impressions of the campaign on Twitter alone. The Shorty Awards, honors the best social media people and organizations that produce real-time content across the various platforms. Judging by Komen’s Twitter page their engagement with the audience seems so vast. There are celebrities tweeting shout-outs to the foundation and posting up pictures at breast cancer events. They all tag Susan G Komen, so there is a ton of variety in the posts. There are lots of pictures and survivor stories and event updates. The Twitter page looks to be updated multiple times a day, which shows dedication and regularity. These are aspects that keep this foundation interesting. People come back to view the page and are constantly interacting by re-tweeting or tagging Susan G. Komen. This does not typically happen with other foundations. There is more voluntary real-life interaction with celebrities, which in turn draw in the people.
An article on GaggleAMP featured lessons learned from the Komen Controversy. Back in 2012, GaogleAMP did a data analysis on Facebook and Twitter during the conflict between Planned Parenthood’s announcement that Susan G. Komen would not provide grants to them anymore. In a social media communications case study, Planned Parenthood accused Komen of “succumbing to political pressure”. GaggleAMP’s research indicated a big downfall of the foundation’s media strategy. Komen did not engage with their stakeholders like Planned Parenthood did, which left them feeling out of the loop. Research also indicated that Komen’s media was inconsistent and changed tones often, which did not show discipline. Komen did not handle the situation well, and that hurt their organization. It seems that today they have more regularity and organization in their social media platforms. They have also increased engagement and variety of content to captivate followers more.
Sources:
industry.shortyawards.com/category/5th_annual/twitter_hashtag/Bx/wwe-and-komen-for-the-cure-team-up-for-riseabovecancer
gaggleamp.com/blog/lessons-from-the-komen-controversy/
cssc.uscannenberg.org/cases/v2/v2art4/
In 2012, Susan G. Komen Breast Cancer Foundation was nominated for the Shorty Industry Award for Best Use of a Hashtag on Twitter. They were partnered with WWE and used the hashtag, #RiseAboveCancer. The hashtag received 72,000 impressions of the campaign on Twitter alone. The Shorty Awards, honors the best social media people and organizations that produce real-time content across the various platforms. Judging by Komen’s Twitter page their engagement with the audience seems so vast. There are celebrities tweeting shout-outs to the foundation and posting up pictures at breast cancer events. They all tag Susan G Komen, so there is a ton of variety in the posts. There are lots of pictures and survivor stories and event updates. The Twitter page looks to be updated multiple times a day, which shows dedication and regularity. These are aspects that keep this foundation interesting. People come back to view the page and are constantly interacting by re-tweeting or tagging Susan G. Komen. This does not typically happen with other foundations. There is more voluntary real-life interaction with celebrities, which in turn draw in the people.
An article on GaggleAMP featured lessons learned from the Komen Controversy. Back in 2012, GaogleAMP did a data analysis on Facebook and Twitter during the conflict between Planned Parenthood’s announcement that Susan G. Komen would not provide grants to them anymore. In a social media communications case study, Planned Parenthood accused Komen of “succumbing to political pressure”. GaggleAMP’s research indicated a big downfall of the foundation’s media strategy. Komen did not engage with their stakeholders like Planned Parenthood did, which left them feeling out of the loop. Research also indicated that Komen’s media was inconsistent and changed tones often, which did not show discipline. Komen did not handle the situation well, and that hurt their organization. It seems that today they have more regularity and organization in their social media platforms. They have also increased engagement and variety of content to captivate followers more.
Sources:
industry.shortyawards.com/category/5th_annual/twitter_hashtag/Bx/wwe-and-komen-for-the-cure-team-up-for-riseabovecancer
gaggleamp.com/blog/lessons-from-the-komen-controversy/
cssc.uscannenberg.org/cases/v2/v2art4/