Social media can be an effective tool for social good if used strategically. While consumers place more trust in friends' recommendations over advertising, information on social media must be properly aggregated and ensure user privacy. Effective social media engagement includes meeting audiences on their preferred networks, participating in conversations without policing, and focusing on self-help through applications, pages, and groups. Evaluation of social media efforts is challenging as outcomes are difficult to measure and isolate from other simultaneous media usage.

1. Social Media for the Social Good Dr Stephan Dahl

3. Syndication & Social Network Main Site Other Sites facebook Badges twitter

5. Information

6. Aggregation

8. Who owns this data?

10. User generation & co-creation

11. Blog alerts... and not working!

12. Active Engagement

14. Camel Signature

17. Facebook Applications/Badges

18. Facebook Pages (“Fan of”)

19. Facebook Groups

20. Twitter: Follow the Ribbon

21. Twitter: News and Support

22. Where will it work Source: Rothschild (1999) Motivation Yes No Opportunity Yes No Yes No Ability /Self-Efficacy yes 1 prone to behave education 2 unable to behave marketing 3 resistant to behave law 4 resistant to behave marketing & law no 5 unable to behave education & marketing 6 unable to behave education & marketing 7 resistant to behave education, marketing & law 8 resistant to behave education, marketing & law

23. Central Route: Active Engagement Peripheral Route: Passive Change Exposure to message High involvement with product, message or decision Low involvement with product, message or decision Limited attention focused on peripheral, non-product features and feelings Strong attention focused on central, product related features and factual information Persuasion generally alters product beliefs, which influence brand attitude which influences purchase intention Persuasion operates through classical conditioning. Affect change, attitude towards the ad, and non-conscious belief changes led to a behavioural and attitude change Conscious thoughts about product attributes and use outcomes; considerable elaborative activities Low or non-conscious information processing; few or no elaborative activities

24. Twitter: Qwitter

25. Novelty Value?

26. Leaving users “hanging”

27. Little Engagement

28. TAM Perceived Usefulness Perceived Synchronicity Behaviour Intention Attitude Perceived Ease of Use Perceived Involvement TAM 2.0 (Shin and Kim 2008)

33. Thank you!