5.3 Online Research Discussion

The purpose of this activity is to experience “hands-on” research of current social networking and e-fundraising. A short report to the class of 200-300 words will be required. The report should provide new ideas for online effectiveness, a possible critique of the site, and suggest ways you might use the information in your organization.
Brand Messages for Behavioral Change: For this activity, students will go online and explore three networked organizations that have a brand message for behavioral change (messages that get customers/clients to change their behaviors, such as the anti-smoking campaigns, Susan G. Komen Foundation for breast cancer, Mothers Against Drunk Drivers, Nutri-System, or McDonald’s campaign for healthy eating). For-profit and nonprofit organizations may be used for this assignment. Guerrilla Marketing for Nonprofits, Chapter 14, (part of reading assignment for this week) contains helpful information to enhance this activity.
Submit a report to the class discussing what you discovered about the topic of behavioral change and specifically how organizations use social media to create change in their clients’ or customers’ behavior. Name the organizations you explored online and briefly critique/evaluate the strategies they used – their strengths and weaknesses. Give one key learning on social change from the lecture podcast and slides.

PowerPoint Version: Social Change with a Networked Mindset
Podcast Version: Heather McLeod Grant – Social Change With a Networked Mindset

Open the discussion and select Create Thread to post your 200-300 word report to the class discussion.

Due by Day Five (5)

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