twitter, Ashton Kutcher and CNN: A Competition That Became A Force For Good

A friendly rivalry between Ashton Kutcher and CNN will go on to help save lives that are currently lost every 30 seconds due to malaria in Africa. At the same time the business world is a-buzz on the role of social media as they ask the question, “why use twitter and other social media?” A case study has unfolded before our eyes as offline mass media, super stars and web 2.0 (interactive digital communication) involved millions of people in a competition that will make a real change in the world.

Social Media Gets Serious With A Great Social Cause

"A child dies every 30 seconds from malaria — so every second counts. The fastest way for us to have impact is to blanket Africa with mosquito nets, effective medicine and targeted spraying to stop people dying from malaria,” says website Malaria No More. Ashton Kutcher turned a friendly media rivalry into a greater good when he offered to donate 10,000 mosquito nets to Malaria No More if he won the challenge of gaining more twitter followers than CNN by Thursday April 16 midnight. CNN was quick to respond and matched Ashton’s offer as he achieved the million follower mark first.

A growing list of celebrities are joining this cause including business mogul and performer Sean Combs, actor and comedian Jimmy Fallon, hollywood superstar Demi Moore, founder of Digg.com Kevin Rose and many more. With the donation of at least the 20,000 nets from just CNN and Ashton Kutcher alone, it’s undeniable that social media can play a world changing role as tens of thousands of people will not die unnecessarily.To help save lives go to Malaria No More. 


What Is The Value Of twitter And Social Media For The Rest Of Us?

Many businesses are still wrestling with the question of what good twitter and social media are and whether they have a place as part of a company’s communication portfolio. Jimmy Fallon, an actor and comedian, hit the nail on the head during his interview with Larry King Live when he said social media allows you to get “an immediate response” and create “collaborative content” with your audience.

The following points are a summary of hundreds of comments we’ve reviewed from companies that have transformed twitter and other social media networks into viable business tools.

Depending on what audience you wish to reach, social media enables companies to;

    -  Communicate their message without an advertising cost, 
    -  Build interactive relationships with clients, prospects and special interest followers, 
    -  Take former “push communications” to a new level and dialogue with an audience.

In asking the question of how does social media pay a company back for what can appear to be a time consuming process or even a “fad”, you may want to consider the following;

    -  Reach existing and potential clients without advertising/media spend, 
    -  Achieve real time collaboration, innovation and priceless feedback, 
    -  Personalize the micro-relationship followers seek to have with their supplier, 
    -  Enhance loyalty by transforming mass communication into individual interaction, 
    -  Offer more value than competition by notifying clients of valuable updates, 
    -  Generate online buzz that can lead to the viral spreading of company information, 
    -  Achieve more sales indirectly and directly through all of the above and much more.

While the world moves through the darkest economic times in modern history, it’s a relief to know that social media offers a “cash free traffic model" that enables businesses of all sizes to become more effective in advertising and relationship building without real dollars being spent. In stepping back and looking at the bigger picture one can see that despite these tough days there is an unprecedented solution beneath our nose.

Social media has the potential to help a wide variety of companies not only survive but thrive as we enter a tsunami of communication change that is transforming push mass communication into interactive client centric relationships. The world is truly becoming a smaller place as millions of people correspond in real time without country or cultural differences for social, charitable and business causes.

Ready to get started with social media? We are actively reviewing how hundreds of companies are working with social media and continuously applying what we learn. Presently we are able to reach over a million professionals without spending one dollar in cash through our social media networks. To obtain the support of this author for articles, speaking or launching a social media program contact Andrew Ballenthin, President of Sol Solutions – 416.317.7313 andrew@solsolutions.ca.

All rights reserved. © Sol Solutions 2009.

Comments

[Chad Rothschild]

I think Social Media/networking and this new digital age is going to replace all other forms of advertising in the next decade. So better strap in and go to school and learn how to market using these new Social Media Tools.

I wish I had read Seth Godin 10 years ago and I would be light years ahead. He is the pioneer and revolutionary. So if you are not reading him... Start NOW!!!

It is about collaboration, it is about being genuine, authentic, transparent, caring, showing understanding, listening and most important is about engaging your audience. If you arent doing it, start and get ahead of the curve.

So stop reading and start moving and take action...

Chad Rothschild
http://employeeandclientengagement.wordpress.com/

[Felicia Griffin]

Excellent points. I'm currently pitching a PR and marketing plan to a prospective client who so far has only been gung ho about finding help to get on TV news in Chicago. A big chunk of the three-ring binder plan I submitted to her focused on social media strategy backed up with a short appendix of recent blogs like this that I hope will expand her mind. Her Fedex pack I sent is scheduled for delivery Tuesday afternoon and I look forward to her review and coaxing her into letting me implement my proposed social media strategy and tactics - this with someone who still doesn't even use email.
Felicia

[Mash Master]

While I agree social media is a great new marketing toy and should fit into almost any business marketing plan going forward there is a downside. Look at what happened to Dominos with those two kids posting the kitchen video. Also, I think it can distract marketers from strategic thinking and focus. If a company listens to the relative few that are posting and ignoring the masses, do they risk making changes that could compromise significant revenue and market share?

[Craig - cuttingedgedjs]

Excellent post Andrew. The benefits of social media/networking have yet to reach the full potential, and what we are seeing now is likely just the tip of the iceberg.