Social Media and Web Marketing

COMM100Blake Mason

Industry Overview

• Mandated by the United Nations General Assembly

• Works in more than 190 countries

• U.S. based • Work in 120 countries

UNICEF

Website• Primarily research and

awareness

Facebook• Digital storytelling • Promote awareness to a

broad audience

Common themes • Brand consistency: bold, contemporary, simple

optimistic• Evoking pathos: Images• Calls to action: donate button, celebrity

ambassadors

Save the Children

Website • Primarily looking for

donations and support

Facebook • Engaging conversations • Awareness for donation

purpose

Common Themes • Brand consistency: child focused, passionate, outspoken• Evoking pathos: images • Calls to action: donate now button, become a sponsor, volunteer

Ethics and Implications

• Both followed strict ethical guidelines• The importance of social media for nonprofits– Engage conversation – Storytelling – Building relationships – Bring awareness

• Two organizations can have similar strategies for different purposes