A new partnership emerged this week that is exciting on several levels. On Tuesday, Mashable announced that GOOD magazine had acquired the social networking platform for non-profits called Jumo that was started by Chris Hughes who helped to create Facebook and was instrumental in President Barack Obama’s 2008 social media campaign. There are three key reasons that I am excited about this partnership.
1. GOOD Magazine has done a great job of building a community of socially- conscious and purpose-driven individuals and businesses who are engaged in the latest technology to help drive their social impact in the world. As such, their brand has developed a very powerful story that continues to inspire an active and committed community.
2. The sale of Jumo to GOOD marries Jumo’s network of activists and nearly 15,000 socially driven organizations with GOOD’s own community of 3 million monthly users. This means the partnership scales both the community of GOOD and the impact that they can have by working together.
3. This partnership represents a powerful marriage of brand storytelling and social technology that I believe is key to creating an effective social change today.
If the private sector is to leverage social technology and play a meaningful role in social change, it requires effective storytelling to make the necessary emotional connection to a individual, and social media platforms that allow them to then take action. Both GOOD and Jumo demonstrate great sensitivity to the importance of the user interface, recognizing that the role of a brand is to empower the user rather than celebrate themselves. In doing so, they inspire the community to take ownership of the brand’s purpose or a specific cause, and ultimately it is these brand ambassadors that will build the community and drive the tangible difference on the ground. No doubt GOOD will also expand its design aesthetic to the platform further enhancing the user experience and inspiring engagement.
When you combine powerful storytelling, emotional connection, social media and an attractive and seamless engagement platform there’s almost nothing you can’t achieve. Congrats to GOOD and Jumo for getting so much right and I’m truly excited for the users and the people whose lives they will transform.
What do you think of the partnership? What do you hope it will achieve?
In this economic climate it’s not surprising that many people are feeling pressured on several fronts. Social media needn’t be one of them. In fact, shifting gears or taking a breather is often healthy and allows you to recalibrate your level of engagement and return renewed. So here are a few tips on how to survive the demands of social media.
1. DON’T CHECK IN to all your social media platforms till 11am in the morning. Nothing that happened at 9am (your time) that can’t wait to 11am.
2. BLOG LESS until you have something you really want to write about. A long creative haul can get anyone down.
3. STAY UNDECIDED about Facebook or Google+ and embrace both. There is no right or wrong, only relationships to invest in.
4. WORRY LESS about whether Facebook, Apple, Google, Zynga or Microsoft will win the next round in the battle for celestial supremacy. This is tag-team wrestling match of unlimited rounds.
5. ACCEPT that the moment you buy your latest iPad, iPhone, tablet, app or game it will be promptly followed by a vastly improved and sleeker looking version.
6. REFUSE TO ACCEPT the belief that your professional relevance, career success or financial security turns on the next update on the latest technology. Sometimes it’s good to put the paddle down and just let the canoe glide.
7. REFRESH yourself rather than your browser. Schedule weekly unplugged engagement with nature where you do absolute nothing except be there.
8. LEAVE the phone behind. You won’t hurt its feelings. It will be there when you get back as will all the bleeps and zings that warn you about what you missed.
9. SLEEP more. Right now your computer gets more than you do. Power down. Your computer needn’t be the first thing your see in the morning and the last thing you see at night.
10. RESIST the temptation to remind me that it’s ironic that I’m writing this as a blog post. I promise to take a break straight after.
Summer is fading and work is about to return in full swing. Social media demands a lot of us on top of our already demanding lives. So let’s disconnect as we need to and renew our interest and ourselves.
Any other tips you would give?
I recently had the pleasure of speaking at the Utenti Pubblicita Associati (UPA) conference in Milan where the theme was the future of language and its role in shaping advertising. The other presenters were UPA President, Lorenzo Sassoli de Bianchi, and Paris Kafantaris, VP for Babycare in Western Europe at Proctor and Gamble. The former’s speech was in wonderful Italian (just a warning) and the latter in English (after a brief Italian introduction) with some powerful case studies of the social contributions that P&G is making including the partnership between Pampers and UNICEF to provide tetanus vaccinations. I hope this is useful, the slides for the presentation can be found here and fire away with any questions.
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