Social Media Tools

Growing up I was heavily involved in theater. I started taking dance classes when I was two, sang in every choir my school offered, and performed in plays and musicals every year since I was in 4th grade. That was what I wanted to do with my life until I realized that show business was not a practical career for me, but rather a hobby. It will always have a special place in my heart, though, so because of this I chose to represent the non-profit organization Broadway Cares/Equity Fights Aids (BC/EFA) for this assignment.

BC/EFA is a theater-based organization dedicated to raising awareness and funds for HIV/AIDS, especially for those involved in the entertainment industry. All of the money raised by the many events they hold throughout the year, goes directly to organizations who work to combat the spread of HIV/AIDS. The target audience of this organization would be theater-goers/Broadway fans as well as the performers themselves. The message I would want to convey to said audience is that HIV/AIDS is still a problem and that any and all donations are welcome. Together we can mitigate the suffering of those affected by HIV/AIDS and raise awareness at the same time. BC/EFA would benefit from many different social media tools, but there are three that I think would be most effective in delivering their message: Facebook, Webcasts that are then put on YouTube, and Twitter.

A Facebook page would be effective in delivering the message to BC/EFA's target audience because it has enough space to explain the non-profit's mission and allows for facts about HIV/AIDS to be posted at any given time. Anyone can 'like' the page and get updates from it as well. Links can be posted where people can visit other websites that give information on HIV/AIDS and the page can post its own updates regarding fundraisers, auctions and the annual gala. The Facebook page could also display a link to the site where people could donate money or nominate groups who should receive the grants from BC/EFA. Facebook pages allow people to post pictures and videos of events as well. This can be done by both the BC/EFA page itself and also from their audience members. A Facebook page would be a way for their target audience to interact with both the BC/EFA volunteers as well as each other.

Webcasts that are then put on YouTube would also be effective in delivering the message to BC/EFA's target audience because the target audience is theater-goers and performers in general. These people enjoy visual stimulation and entertainment so videos of past BC/EFA events may spark a desire to donate to the cause. It is also a way for people who do donate money, to see how it can change lives. BC/EFA could produce videos featuring the groups that have received the grants so people would see exactly where their money was going. They could also utilize Broadway celebrities in videos to garner more attention for the cause. BC/EFA could also do live broadcasts of their events so people who are unable to attend, feel included and will be more willing to donate because they then get something in return.

Lastly, BC/EFA would benefit greatly from utilizing Twitter. Twitter would allow individuals to get instant updates on events, how much money each event throughout the year has raised, and which organizations have been awarded those funds. Theater goers can "retweet" information about events and can "retweet" links featuring information about HIV/AIDS as well as information on how people can donate to the cause. Twitter can be used on the go via mobile devices, as can the other two social media tools. This allows fans of BC/EFA to get information from anywhere at any time and can donate to the cause from anywhere at any time.

Every organization can benefit from the use of social media tools. Each tool is unique and can aid said organization in delivering their message to their target audience. For Broadway Care/Equity Fights Aids, Facebook, YouTube and Twitter would definitely help promote awareness of and raise funds for those struggling with HIV/AIDS.