With Earth Hour just behind us (possibly a meaningful global campaign against global warming or the world’s biggest slacktivism party, depending on your point of view) I was reminded of something else I see regularly which could be promoting slacktivism.
Have you seen a post like this one pop up in your Facebook or Twitter feed?
If you’re like some people, you just click on the link and move on. But, if you’re like me, you ask yourself if the business owner has really thought this one through.
What’s the problem you may ask?
1. Do you want to give to charity or do you want to promote your brand?
It’s okay to want to do one or both of these things, but if you really want to donate to charity, why don’t you just go ahead and do it without putting a price on it?
You’re prepared to make the donation if you get the required likes, which means you must have the money to spare, so make the donation and wait for the karma to come rolling back to you.
2. Do you want to have fans who engage with your brand, or do you want fans who like to give to charity?
A higher annual profit is good, undeniably so. But, a greater number of fans on your Facebook business page doesn’t automatically bring benefits. Social media statistics aren’t like your business accounts.
Social media is about better engagement with your customers, leading to higher levels of satisfaction, which may translate to more sales and higher profits. A business with an engaged and active community of 100 fans can potentially build their brand and increase profits faster than one with 1,000 uninterested fans who only clicked like on the page to help their favourite charity.
3. Did you know you may be inadvertently reducing the overall amount of donations to charity?
Moral balancing is when a person justifies a bad deed by the peformance of an earlier good deed. So, if your new Facebook fans or RTs consider their mouse click to be equivalent to a contribution by them to the charity, they may feel justified in refusing to make a real donate to a charity next time they’re asked. Seems unbelievable, but a number of studies have proven moral balancing affects peoples charitable donations.
4. Can you give to charity and improve your social media profile?
Yes, you can and it’s quite simple.
Instead of saying –
“We’ll donate $1 to XYZ Charity for every like we receive, up to $1,000”
How about saying –
“We’ve just donated $1,000 to XYZ Charity. Share this with your friends so they can help this cause too.”
The charity gets the money, the social media shares are an active promotion of your post and the charitable cause you’re supporting; and you may actually encourage other people to contribute as well. Sounds like a win-win to me.