When you’re an Ethical Cause Marketer you don’t leave anything to chance. You have to spell out exactly what, how and why you’re supporting an important cause.
What does this mean for your brand? How transparent are you about the alliance with the charity of your choice? And, are you mapping out your agreement, so that you avoid miscommunication and issues that may arise?
Whether it’s you alone, or you’re working with a team, cause marketing is a great opportunity to raise awareness about an important initiative. Here are three steps you can take as an Ethical Cause Marketer, which can help to propel your efforts forward, creating more awareness and funding for your cause.
Enjoy the video, and weigh in on what tips you have for ethical cause marketing. If you want to learn more about what it means to be an Ethical Cause Marketer, then check out my book, Answers For Ethical Marketers, A Guide to Good Practice in Business Communication, here.
Here’s another 555 or what I’m calling your “411” on advice, guidance, and tips to actively listen as all of us navigate a “new” normal in our professional lives.
Similar to my last two videos, the first “5” is my give to 5 pros who want to learn more about FEEL First communications with a complimentary consulting session (the getting advice part). Details are in the video below on how to contact me.
The second “5” is my shout out to elevate five pros who go above and beyond to share great content and their gifts with others. You’ll have to listen to the video to hear what these folks are doing:
– Patrice Tanaka (@sambagal), CEO of Joyful Planet
– Ryan Foland (@RyanRoland), Speaker, Author, Brand Strategist –
Dennis Shiao (@dshiao), Marketing Consultant, Content Strategist
– Susan Freeman (@susfree), CEO, Freeman Means Business
– Lindsay Griffiths (@LindsayGriffith), Executive Director, International Lawyers Network.
The last “5” is my 5 tips for actively listening. After all, if you’re not listening, then you can advise and offer guidance. Watch the video for these tips so you can build better relationships as you navigate the “new” normal. You’ll learn how being present, reducing technology, listening with your body, taking notes, and asking questions really helps you to tune in and focus.
Enjoy the 555 and let me know if you have any advice, guidance, or tips to help.
I’m on a research journey, because I believe you have to FEEL first to build genuine and caring relationships. When you FEEL (Face Fears, connect with Empathy, focus on Ethics and unleash your Love of the mission) it shows in your communication and you can connect on a deeper level, especially with younger generations.
You can download the Infographic here on my blog, which details a FEEL-First Test with questions to answer before you communicate. Please share this Infographic with any modern communicators or business professionals you know who are trying to reach younger audiences. Why? Because research about Millennials and younger generations reveal eye-opening statistics (you can watch the video below to learn more) and you just don’t know what someone is experiencing by monitoring their social media posts.
Do you really know who you’re trying to reach and engage? Would a FEEL first approach help you to build relationships that are based on care and compassion?
FEEL First Before You Communicate
Here’s a little more info in my video detailing the FEEL-First Approach to your communications.
The New Year is off to a great start and you may be working on the different ways to create greater impact in your career and life. I had a conversation with International speaker and storyteller, Cameron Brown, about creating impact in 2018. Cameron is also the founder of The Thriving Collective and creator of The Impact Diaries. He’s developed a helpful checklist with 47 different ways you can make a greater impact, from your own health and well-being to your business and to how you approach impact on a larger scale … for the planet.
“We as humans have the opportunity to make a a positive impact on three different levels … in our own lives, we can impact the lives of others, and we can have an impact on the planet too,” says Cameron Brown. After reviewing all of Cameron’s 47 ways to make a greater impact, it was a difficult choice, but I’ve selected my top six. These action items resonated with me on all of the three levels that Cameron mentioned.
Nurture your curiosity, it opens you up to possibilities you haven’t thought of yet.
Be ok with not knowing or needing to know, it develops your flexibility & adaptability to change.
Design the impact your company will make in the world on all 3 levels (self, others, planet).
Be ok with being vulnerable… in doing so, you give others permission to do the same and a deep bond can form quickly.
Expose yourself to different belief systems and ways of treating our planet (good & bad), contrast challenges and changes.
Stop (or reduce) watching TV and be conscious of your time online to help you personally determine your consumer behavior.
Cameron was kind enough to explain these six ways to create greater impact in more detail. You can click on the audio button to listen to Cameron’s thoughts around each opportunity, and how you can create impact too. Enjoy!
Have you thought about the potential of mobilizing your entire workforce through social media rather than one or two individual voices? What are the steps to harness the power of social media within the organization? I’ve been doing a lot of work in the area of social media policy development, training and governance over the past few years. A friend and colleague, Eric Schwartzman (@ericschwartzman), CEO of social media training provider Comply Socially, shares my passion for educating companies on how they can leverage social media effectively.
I recently connected with Eric for a couple of reasons. First, it’s always great to catch up with friends. I also wanted to check out a demo of Comply Socially and discuss with Eric the best ways to mobilize a workforce to scale social media engagement. Here’s the Q&A with Eric who shares his insights on the topic.
1. Why is it important for companies to not only develop a social media policy but to also provide training and governance?
Lawful social media policies are important because they give organizations a basis for governing how employees use social networks for work. They play a role in how employers manage social media risk and compliance. But most social media policies are unlawful.
In 2013, there were 28 National Labor Relations Board cases of wrongful terminations at Costco, EchoStar and other companies based on unlawful social media policies. So if you want to make sure your social media policy is lawful, don’t include any language that could be seen chilling workers rights to discuss wages, hours and working conditions. We have a free white paper on drafting social media policies for those who want to steer clear of the land mines.
But even if your social media policy is lawful, don’t expect anyone to actually read it. According to an NYU study of how many people actually read end user license agreements online before accepting them, only one or two out of every thousand retail software shoppers even open the license agreement when they make a purchase, and those few who do spend far too little time to read more than a small portion of the license text.
So if you want them to comply with your social media policy, they need social media policy training.
2. There is a lot organizations should be doing, but resources are always an issue. Why is social media policy training something they should do now?
What’s crazy is we spend so much time on crisis management and barely any time at all preventing them from happening. And crisis management is so much more expensive and so much less effective than preventative measures.
The first question you’ll be asked in a legal dispute is, “Was the employee trained?”
When there’s a case where the social media compliance issues weren’t discovered or where they were ignored, the consequences are exceedingly severe. Now’s the time to get in front of this because government regulations have spiked under the Obama administration. The new SEC chair Mary Jo White and the new FTC chair Edith Ramirez are more aggressive on enforcement.
Social media policy without training is lip service, because you can’t comply with a policy you don’t understand. You can’t protect yourself, or your organization, if you don’t understand the risks. That’s why we introduced a self-paced social media policy training curriculum with assessments and certification management.
3. What do most companies “fear” when it comes to employees or members of their organization participating in social media on their behalf?
They fear social media risk because it’s unmanageable. The risks are real. Their fears are warranted.
Damaged reputations can result in lost sales, lowered perceived value and long-term financial instability. You don’t have to be malicious to damage your employer’s reputation. Just choose an easy to hack password or fall for a social engineering scam, and you can obliterate brand value.
When the Syrian Electronic Army hacked the AP’s Twitter account and sent a bogus tweet about explosions in the White House, the Dow plunged 140 points.
Leaked proprietary data can jeopardize competitiveness. Think of how easy it is to your reveal your customers or suppliers by syncing your social networking connections with your web mail account. All it takes is a few clicks.
Being out of compliance with the increasingly complex rules and regulations around how companies can and can’t use social media can result in fines, investigations and complaints, draining worker productivity and lowering morale. It’s really easy for discrimination, harassment and defamation to creep out onto social networks.
Viruses and malware can cripple productivity and be very expensive to purge. And increasingly, as employees bring their own devices to work, access their employer’s wireless network and charge their batteries off the USB ports of employer owned hardware, the likelihood of security breaches and industrial espionage increases as well.
4. Why did you launch Comply Socially and how will your platform help companies to be more compliant in their social media communications?
After training thousands of communicators at federal government agencies, military commands, multinational corporations and non-profits and seeing them all hit the same brick wall, I thought there has to be a way to leverage eLearning to manage social media risk.
To authentically engage at a personal and local level, organizations are becoming less interested in enabling one or two voices to manage their corporate social media accounts, and much more intent on mobilizing their entire workforce to scale social media engagement. I wrote a white paper on this topic as well that you can download here if you’re interested.
5. What are some good resources for companies who want to be frequently updated on social compliance?
March 8,2012 is International Women’s Day (IWD) and Oxfam America is celebrating women who are making a difference in the fight against hunger and poverty. These incredible women around the world are tackling challenges, one initiative at a time. There are women who feed and provide for their children, but are facing hardships that make it nearly impossible. They’re among the one in seven people who go to bed hungry every night. And, this isn’t because there isn’t enough food to go around. It’s because there are deep imbalances in access to resources like fertile lands and water.
In recognition of IWD, I wanted to get a young woman’s perspective on praising women for their accomplishments. I asked my16 year-old daughter about her thoughts on the characteristics of a strong woman; one who can change the world, from community leader to world leader. First, I shared with her a few statistics on women, which included:
Sixty-six percent of the world’s work falls on women’s shoulders, yet they earn only 10% of the world’s income.
If women were given the same access to resources that men have, they could increase yields on their farms by 20-30%.
Hunger and poverty are about power and inequality, and women and girls face the biggest inequalities of all.
I followed up the statistics with a few questions. Here are my daughter’s answers about IWD, the characteristics of women who change the world, and what type of women have the power and influence to help fight poverty.
1. What are the characteristics of a woman who makes a difference; whether she’s a leader in her community or a global role model?
These women are responsible and reliable, and I also think they are people who care. It’s a woman who wants to do something to make a change, whether it’s recycling water bottles or ending world hunger. She is open-minded and doesn’t let any adversity get in her way. I believe any woman, in her own way, can be a strong woman. It’s not hard at all, because you don’t have to tackle world hunger alone or be a billionaire with a talk show. Every good mom in the world is a role model. The way to bring this strength out is to overcome challenges; if adversity is in your face and people don’t expect much, it makes it even more of a motivation to show you can do anything!
2. When you think of women who have made a difference around the world, who is the first to come to your mind and what do you like about her?
The woman who immediately comes to mind is Eleanor Roosevelt. I think Eleanor Roosevelt was a really influential woman. FDR couldn’t walk because of his Polio and she would go around, and take care of his affairs. She acted as his “eyes and ears” and this wasn’t typical for women to do, and it wasn’t a way for a woman to act in the 30s and 40s. She also did a great deal to support the civil rights of African Americans. Eleanor Roosevelt’s influence was not expected at this point in history, and her strength as a woman is something I greatly admire.
3. What do you think is the best way to get younger women to participate in a movement to help women who face hunger and poverty around the world?
When you’re younger you’re still a little sheltered. So, the best way to get people interested, and to also get them involved, is to keep them informed. Do it on a level where they think they can actually make a difference. You have to make the cause closer to “home.” If there are women in poverty, they have to be connected closer to where they live. It has to be reduced to a smaller scale, otherwise they won’t feel as if they can make a difference, or it will scare them off. Young people definitely care, it’s just sometimes these situations feel very remote, and we don’t know how to approach the situation in order to help. Keep it local to help an issue on a larger scale. Of course, use the Internet, which is a great resource for causes, you learn so much more.
The Oxfam America’s International Women’s campaign is trying to get people to join in the cause. If you want to participate, here are some ways to get involved:
Send one of their IWD eCards to a woman you admire and think has made a difference (or several!)
Give a personalized IWD award to a woman – this is really neat, IMHO, because you can just type in the name, your name & date, save as a PDF/JPG & publish to your blog.
Write a post asking people to do one or both of the above, especially focusing on giving women a voice, since that’s a large part of what Oxfam America does, particularly in developing countries – ideally the post would publish sometime between March 1 & March 8 (not later than that, since 3/8 is IWD). Here is an info document/sample post if it makes it any easier (click the link under “Bloggers” on that page).
I hope you will join Oxfam America’s International Women’s Day, and recognize a woman who is making a difference.
Regardless of what walk of life you are from or what your career is, the holiday season brings up the same topics of conversation… Gift shopping, how early is too early for Christmas music, and what you are doing to give back this year. In PR, Marketing, and Social Media, that last part has slightly evolved in recent years as giving back is now synonymous with the term social good.
Social good is definitely a sexy term for philanthropy and has really opened up consumers and brands’ minds about how they can utilize technology and social media to inflict positive change in the world.
I am happy to be apart of this movement of social good, having founded Tweet Drive – a campaign where I’ve been lucky enough to build a great community of those who are dedicated to giving underprivileged children around the world the holiday they deserve.
As happy as I am to see many similar campaigns being put together by people and brands throughout the year, I still think we have a long way to go. Social good is a noble practice, but to me its not just something those in social media can try out, it should be seen as a social responsibility.
So many of us have been able to reap the benefits of social media, smartphones, iPads, etc. while others around the world continue to suffer – even in the United States. Before these tools were available, it was very difficult for us to create positive change and directly help those in need in the furthest corners of the world. Donations could only go so far.
Since the disaster in Haiti in January, 2010 we have seen the power that social media users can have on giving back and helping those in need. It extends our reach to help those we didn’t have access to previously, as well as allowing us to build global communities around these efforts and causes. In short – that is power.
And as we all learned from Spiderman, “With great power, comes great responsibility.”
These tools are a privilege and we all have to understand that using these powers for good shouldn’t be an option, but a responsibility. I started small with a toy drive in my hometown back in 2009 before I fully understood social media and its advantages. In 2010, I realized that I could do so much more, so I did. Now, the Tweet Drive will be present in over 50 cities around the world and should expect over 4,000 collected toys by years end.
Do I have a blast putting this together? Yes. Is it stressful sometimes? Absolutely. But none of that matters in the end because this is a responsibility that I have. Social media has opened up a world of opportunities for me, and I can’t forget that.
So whether you advocate for Twestival, Movember, the USA for UNHCR’s Blue Key Campaign, or #TeamMeg – I hope you join me in transforming social good into a social responsibility.
Oh, and Happy Holidays J
Harrison Kratz is the Founder of the global social good initiative, Tweet Drive and the Community Manager at MBA@UNC, the new Online MBA program at the University of North Carolina Feel free to connect with him on Twitter, @KratzPR!
When you give back, you hope it gets paid forward.
I had an idea a couple of weeks ago I thought would be great to test during the Holiday season. It’s an experiment in giving back and then paying it forward. The Holiday season fosters good will and nothing feels better then to selflessly give to those who need assistance. I thought long and hard about my own giving over the last 11 months in 2011. One of the best ways that I gave back was to mentor colleagues and students in different ways, from answering questions through email and informal telephone interviews to advice via Twitter,Facebook and LinkedIn and reviewing resumes.
I enjoy helping my peers, and giving back is the one thing we can all do to increase the learning in our own communities. I know so many colleagues who are willing to help others and they do it with a smile. I’m really proud of the communities and the bonds we are building together. But, what I’m focusing on in my Holiday experiment is the “thank you” part. So many people will sincerely thank me and say, “If I can ever do anything for you, please let me know.” In other cases, I’ve received cards, gifts, magazines, and books (of course, always from the goodness of the person’s heart, as I would never expect this type of elaborate thank you).
However, what would you think if I said, “You can thank me by paying it forward?” Or, what if I pointed you in a direction to help people who are less fortunate? My experiment over the next few months, in the spirit of Holiday giving, is to tell all of my PR and marketing friends that I’m happy to assist, but now I need you to pay it forward to someone who needs help. I would love to see the “thank you” go toward the purchase of a $5.00 #BlueKey to support the USA for UNHCR effort to help over 40 million displaced refugees worldwide. Perhaps your thank you to me could be to purchase a small gift for a young child or for you to make a donation to Tweet Drive 2011 or #TeamMeg. You may have a favorite charity of your own to support, and when you mentor a peer, you will want him/her to pay it forward to your organization of choice. My Holiday wish is for every “thank you” to be paid forward to someone else.
It’s the Holidays and I hope my experiment will spread more good will to those who truly need our help. So, think about it, will you help to pay it forward?
The New Year is off to a great start and you may be working on the different ways to create greater impact in your career and life. I had a conversation with International speaker and storyteller, 
