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The Power of Social Media

Social media is an important tool for non-profit organizations like ALSA to communicate their mission in an efficient way. While the Ice Bucket Challenge was hugely successful in raising funds and awareness for ALS, it was a trend that is unlikely to be replicated as trends are fleeting by nature. For the challenge to be as successful as it was, it needed to be initiated and spread organically rather than directly by ALSA. ALSA can learn from this experience that developing new engaging content for social media and relating to younger audiences will help promote their services, reach more donors, and increase online engagement in the future.

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Maria Poveda
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228 views2 pages

The Power of Social Media

Social media is an important tool for non-profit organizations like ALSA to communicate their mission in an efficient way. While the Ice Bucket Challenge was hugely successful in raising funds and awareness for ALS, it was a trend that is unlikely to be replicated as trends are fleeting by nature. For the challenge to be as successful as it was, it needed to be initiated and spread organically rather than directly by ALSA. ALSA can learn from this experience that developing new engaging content for social media and relating to younger audiences will help promote their services, reach more donors, and increase online engagement in the future.

Uploaded by

Maria Poveda
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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María Poveda

Bruno Croston
Professor Mónica Leon
MNGT 361Q
25 January 2023

The Power of Social Media

Why is it important for the ALSA management team to understand the importance of
social media in their work?
Social media is one of the best options to communicate at this time. As the reference says, social
media includes “forms of electronic communication through which users create online
communities to share ideas, information, personal messages, and other content.” It can be used in
so many ways that could reflect the mission of your company, and create a bond with the
consumer. In this case, as it is a non-profit organization, they need to get their point across in a
more dynamic and efficient way. Adapting their cause of helping patients with ALS with social
media through interactive viral actions could have a more impactful and durable engagement,
with the correct management of their accounts.

Do you think the ALSA can continue to rely on the Ice Bucket Challenge to support the
organization's fundraising efforts? Why or why not?
To this date, ALSA could not rely on a trend as the one that was the Ice Bucket Challenge.
Although it spread fast to every corner of the world, trends are just that: momentary, repetitive,
viral moments with an impact on the Internet. Consequently, they are swiftly forgotten by many,
losing any power they once had, and more so if the purpose of the action itself is not
well-known. However, they could take that opportunity and keep working on social media,
creating awareness, and developing new challenges so they can keep up funding this important
message and project.

Do you think the ice bucket challenge would have had the same success if the management
at ALSA initiated the challenge?
The connections between ALSA and the challenge was initiated by a recognized, professional
golfer, Chris Kennedy. It was not until Pete Frates and his friend with ALS took the challenge to
make it skyrocketed for the cause. Without that input to manage the challenge toward that
purpose, it wouldn't have had as much attention as it did. As the case says, the organization did
not receive federal funding support because of the minority it represented compared to diseases
such as cancer. And on top of it, at the peak of the challenge, people only did the action of
throwing ice on themselves as someone asked them to, not because they fully knew why. That
being said, if ALSA´s management would have initiated it, it would have worn off quicker than
normal, because they didn't even use that momentum to create a new one, or take advantage of
their accounts for awareness.
María Poveda
Bruno Croston
Professor Mónica Leon
MNGT 361Q
25 January 2023

The Power of Social Media

What can the ALSA learn from this experience to help the organization take advantage of
the power of social media in the future?
The Association must study the effects of social media or how to expand its popularity, studying
the impact of the ice bucket challenge, it’s clear that social media will aid the organization. The
creation of new challenges, and relating to the youth will help on reaching donors better, promote
their services, and increase traffic to the ALSA website.
Using social media like Tik Tok, Instagram, Youtube, or Facebook is critical for future funds and
programs.

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