The document discusses whether social media users have a social responsibility similar to corporate social responsibility of companies. It provides examples of successful social media campaigns for social good like Bell Let's Talk and Ice Bucket Challenge that raised funds for charities. However, it also notes that for social media campaigns to be effective, they need a clear call to action and plan to engage supporters, not just rely on hashtags going viral. While social media is useful for spreading awareness, real change requires offline action in addition to online support.

1. IS SMSR THE NEW CSR?
DOES SOCIAL MEDIA COME WITH SOCIAL RESPONSIBILITY?
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2. IS THERE AN EXPECTATION FOR USERS TO ENGAGE IN
SOCIAL RESPONSIBILITY VIA SOCIAL MEDIA
PLATFORMS?
SIMILAR TO HOW COMPANIES ENGAGE IN CORPORATE SOCIAL
RESPONSIBILITY?
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3. INSIGHTS FROM COURSE MATERIAL
SOCIAL MEDIA
PLATFORMS
FOR SOCIAL
GOOD
BRESCIANI & SCHMEIL
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4. DIGITAL TECHNOLOGIES, SUCH AS SOCIAL
MEDIA, SUPPORT A “SOCIAL TREND” WHICH
FOCUSES ON HAVING A POSITIVE IMPACT ON THE
SOCIETY, THROUGH SOCIAL CAMPAIGNS AND
MOVEMENTS (1)
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5. SOCIAL MEDIA PLATFORMS HAVE ALREADY BEEN
SUCCESSFULLY USED FOR SOCIAL GOOD, FOR
ORGANIZING COMMUNITY ACTIVISM, FOR
EMPOWERING CITIZENS, AND FOR
COORDINATING IN EMERGENCY SITUATIONS (1)
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6. BELL LET’S TALK
ON BELL LET’S TALK DAY, EVERYONE CAN TALK, TEXT AND JOIN IN ON
SOCIAL MEDIA TO HELP END THE STIGMA AROUND MENTAL ILLNESS
AND DRIVE ACTION IN CANADIAN MENTAL HEALTH
JANUARY 25, 2017
(3)
EXAMPLES
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ICE BUCKET CHALLENGE
USERS DUMP A BUCKET OF ICE WATER ON THEIR HEADS, CHALLENGE
THEIR FRIENDS TO DO THE SAME, AND DONATE TO CHARITY,
SPECIFICALLY, THE ALS ASSOCIATION. THIS CAMPAIGN RAISED
APPROXIMATELY $110 MILLION FOR ALS RESEARCH.
SUMMER 2014
(4)
#BOSTONSTRONG
FOLLOWING THE BOSTON MARATHON BOMBING, THIS HASHTAG WAS
CREATED TO DISPLAY MESSAGES OF SOLIDARITY FOR THE VICTIMS,
THEIR FAMILIES, AND THE CITIZENS OF BOSTON. THE HASHTAG HAS
SINCE BEEN LINKED TO ‘ONE FUND BOSTON’ TO RAISE FUNDS.
APRIL 2013
(4)

7. THESE CAMPAIGNS WERE
SUCCESSFUL BECAUSE…
IN CANADA, 95% OF RESPONDENTS
WANT TO DO BUSINESS WITH
BRANDS THAT SHARE THEIR
VALUES AND BELIEFS (5)
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8. FACEBOOK
HAD THE GREATEST IMPACT ON FUNDRAISING
BECAUSE PEOPLE CARE ABOUT THE CAUSES
THAT THEIR FRIENDS CARE ABOUT (2)
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9. BEYOND CAMPAIGNS, THERE
ARE A VARIETY OF WAYS TO
USE SOCIAL MEDIA FOR
SOCIAL GOOD
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10. Photo taken from Pexels.com
NEWS ALERTS
NEWS OUTLETS CAN SHARE BREAKING STORIES,
ALERTS AND OTHER IMPORTANT BITS OF NEWS
INSTANTLY WITH THEIR FOLLOWERS
(8)
1
2
TRAFFIC MESSAGE DELIVERY
SAFETY AUTHORITIES AROUND THE WORLD ARE USING
SOCIAL MEDIA TO DELIVER LIFESAVING MESSAGES,
VIDEOS AND STORIES TO HELP DRIVERS KEEP THEIR
EYES ON THE ROAD (8)

11. Photo taken from Pexels.com
INCREASED TEEN AWARENESS
SOCIAL MEDIA IS ONE OF THE MOST EFFECTIVE WAYS TO
REACH A YOUNGER AUDIENCE AND INSPIRE THEM TO MAKE A
DIFFERENCE. HAVING SOCIAL MEDIA ACCOUNTS ALLOWS
TEENS TO FOLLOW ORGANIZATIONS AND CAUSES THAT THEY
BELIEVE IN. (8)
3
4
INCREASED MARKET EXPOSURE
ONLINE MARKETING IS ONE OF THE MOST COST-
EFFECTIVE METHODS TO CONVEY A MESSAGE. IT ALSO
OFFERS THE OPPORTUNITY FOR A LARGER AUDIENCE
(REACHING GLOBAL AUDIENCES)

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5
6
UNDERSTAND TECHNOLOGICAL NEEDS
THROUGH ANALYTICS, COMPANIES ARE ABLE TO
TRACK WHAT COUNTRIES/REGIONS LACK THE
TECHNOLOGY TO PARTICIPATE IN ONLINE
CONVERSATIONS.
(8)
GLOBAL RELIEF
WHEN DISASTERS HAPPEN, SOCIAL MEDIA IS THE MAIN
CHANNEL FOR GLOBAL COMMUNICATION. THROUGH SM,
USERS CAN SHARE IMPORTANT INFORMATION, REQUEST
SUPPORT AND RAISE FUNDS FOR RELIEF EFFORTS
(8)

13. BUT… THERE ARE CONFLICTING VIEWS ON THE
EFFECTIVENESS OF SOCIAL MEDIA BEING USED FOR
SOCIAL GOOD
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14. INSIGHTS FROM COURSE MATERIAL
'LIKING' MUST
BE FOLLOWED
UP WITH REAL-
WORLD ACTION
KIELBURGER & KIELBURGER
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15. SOCIAL MEDIA HAS BECOME A POWERFUL, IF NOT ESSENTIAL TOOL
FOR CONNECTING CAUSES WITH THOSE WHO MIGHT SUPPORT THEM.
BUT ORGANIZATIONS AND ACTIVISTS MUST LEARN THAT IT’S NOT
ENOUGH TO SIMPLY LAUNCH A HASHTAG OR VIDEO MEME AND HOPE
IT GOES VIRAL. THERE MUST BE A PLAN TO ENGAGE SUPPORTERS
ONCE THEY’VE CLICKED, AND KEEP THEM ENGAGED, EVEN AFTER
THE HASHTAG STOPS TRENDING.
(6)
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16. #KONY2012
STARTED BY A VIRAL VIDEO ABOUT A UGANDAN MILITARY
LEADER AND WAR CRIMINAL, JOSEPH KONY, THE HASHTAG
WAS AN ATTEMPT TO RAISE AWARENESS AND SEEK
JUSTICE FOR HIS HEINOUS ACTS. THE VIDEO WAS CREATED
AND SHARED BY AMERICANS, WHICH DISCREDITED THE
INFORMATION, AND THOUGH IT WAS SHARED EXCESSIVELY,
THERE WAS NO CALL TO ACTION TO THE PEOPLE OR
GOVERNMENTS THAT HAD THE POWER TO CREATE
CHANGE. THIS LEAD TO THE FAILURE OF THE CAMPAIGN.
(9)
EXAMPLES OF FAILED CAMPAIGNS
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17. EXAMPLES OF FAILED CAMPAIGNS
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#BRINGBACKOURGIRLS
THE INCEPTION OF #BRINGBACKOURGIRLS BEGAN BY
NIGERIANS WHO WERE SEEKING GLOBAL SUPPORT.
NIGERIAN SCHOOL GIRLS WERE KIDNAPPED AND PROMISED
FOR SALE IN THE SEX-TRADE INDUSTRY. ALTHOUGH WIDELY
SHARED (EVEN BY THE FIRST LADY, MICHELLE OBAMA), THE
HASHTAG FAILED TO GAIN ANY LEVERAGE FOR ANY REAL
RESCUE TO BE ATTAINABLE. THE ONLY GIRLS THAT HAVE
BEEN FOUND ARE THE ONES THAT HAVE MANAGED TO
ESCAPE THEIR CAPTORS.
(9)

18. Photo taken from Pexels.com
IF YOU WANT TO HAVE AN IMPACT,
A CLICK IS NOT ENOUGH…
(6)

19. Photo taken from Pexels.com
CLICKTIVISM
DIFFERENT DEFINITIONS
CLICKTIVIST.ORG
CLICKTIVISM IS NOT EXCLUSIVELY
THE SUPPORT OR PROMOTION OF A
CAUSE ONLINE. IT IS THE USE OF
DIGITAL MEDIA FOR FACILITATING
SOCIAL CHANGE AND ACTIVISM.
MORE OFTEN THAN NOT THIS
TAKES THE FORM OF SUPPORTING
AND PROMOTING A CAUSE ON
SOCIAL MEDIA, BUT IT CAN
INCLUDE A WHOLE RANGE OF
ACTIVITIES
(7)
OXFORD DICTIONARY
THE USE OF SOCIAL MEDIA AND
OTHER ONLINE METHODS TO
PROMOTE A CAUSE
(7)

20. IN CONCLUSION,
SOCIAL MEDIA IS A GREAT TOOL THAT IS USED TO
SPREAD AWARENESS ABOUT VARIOUS “SOCIAL
GOOD” CAMPAIGNS. HOWEVER, IT IS ONLY
EFFECTIVE IF THERE IS A CALL TO ACTION, AND A
PLAN TO FOLLOW THROUGH.
Photo taken from Google Images

21. REFERENCES
(1) Bresciani, Sabrina, and Andreas Schmeil. "Social Media Platforms for Social Good." IEEE Xplore Digital Library.
N.p., n.d. Web. 27 May 2017.
(2) Matrix, Sidney. 2017. “Module 04 – Social Good”. Slide 8. FILM260 – Digital Media Trends. Summer 2017.
(3) "Bell Let's Talk Day 2017 Is January 25!" Bell Let's Talk. Bell Canada, n.d. Web. 27 May 2017.
(4) Skarda, Erin. "What You Need to Know About the 5 Most Successful Social Media Campaigns for Social
Change." NationSwell. NationSwell, 16 Sept. 2014. Web. 27 May 2017.
(5) Matrix, Sidney. 2017. “Module 04 – Social Good”. Slide 17. FILM260 – Digital Media Trends. Summer 2017.
(6) Kielburger, Marc, and Craig Kielburger. "Global Voices: 'Liking' Must Be Followed up with Real-world Action." Times
Colonist. N.p., 12 Apr. 2015. Web. 27 May 2017.
(7) Ritu_Sharma. "Stop Pouring Ice on Clicktivism." The Huffington Post. TheHuffingtonPost.com, 20 Aug. 2014. Web.
27 May 2017.
(8) Agrawal, AJ. "It's Not All Bad: The Social Good Of Social Media." Forbes. Forbes Magazine, 18 Mar. 2016. Web.
27 May 2017.
(9) Dewey, Caitlin. "#Bringbackourgirls, #Kony2012, and the Complete, Divisive History of ‘hashtag Activism’." The
Washington Post. WP Company, 08 May 2014. Web. 27 May 2017.
(10) Pexels.com (background images)
(11) SlideModels.com (background images)