How to get social-media “slacktivists” on your side

Many young people think clicking a “like” button constitutes social activism, but that doesn’t mean cause marketing is dead, writes Ann Marie Kerwin. To win over the Facebook generation, build social media into your campaign by providing valuable information online, using “mobile philanthropy” systems to allow people to help without leaving the platform they’re using and tapping into your target audience’s creativity with competitions and idea- or photo-sharing services, she writes.  Advertising Age (tiered subscription model)


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