Monday, June 28, 2010

How to Get the Social-Media Generation Behind Your Cause

NEW YORK ( -- Once social activism meant protest marches, civil obedience and sit-ins. But for today's 20-somethings -- sometimes called "slactivists" -- supporting or denouncing a cause is as simple as hitting the "like" button on Facebook or posting a hashtag to Twitter. And that's often where it ends.

But that can also be where it begins, if marketers use social-media tools widely to get young adults more heavily involved in their cause-marketing efforts. For this demographic, sharing information about causes and social issues they feel passionate about is the first step to getting involved in a more concrete way, such as donating money or time, according to a study by ad agency TBWA/Chiat/Day.

"Young adults are changing activism, redefining it," said Eliza Esquivel, planning director of TBWA and author of the study. "Knowing and talking about social issues to them is now considered a form of activism."

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