COM0015-Blog #2: Strong & Weak Organizations

If there isn’t already an annual awards ceremony of the best in social, let this be a call to start one! There are many organizations out there that are doing crazy, amazing, or just plain effective things. Two that I think are meeting the challenge are the Heart and Stroke Foundation, and Hershey’s campaign for Reese’s Peanut Butter Cups (bet you didn’t see that coming). I am also asked to out an organization that I think needs help with their social media strategy, I’ll get to them later.

I count the Heart and Stroke Foundation (HSF) among those with a strong social media strategy not because of any great flash or fanfare they produce, but because they have identified the platforms that best reach their audiences and have focused their resources on serving them well. Recently they initiated their #moremoments campaign, encouraging Canadians to support  heart disease and stroke research and make better choices, so that they can enjoy more of life’s precious moments. They have effectively carried this campaign on Twitter, facebook, their youtube channel and Instagram, with compelling content that users are happy to click through.


Tempted? You’ll have to talk to about this special cake!

Did you know it would take 7.25 billion Reese’s lined up side-by-side to reach the moon? You would if you followed the Hershey Company’s facebook page on January 24th, #NationalPeanutButterDay. Hershey’s social media presence also includes the consumer friendly Twitter and Instagram platforms. They are one of my pick’s for a strong social media strategy for the personality they convey – I love their cheeky humour and personification of Reese cups. The Reese’s product page keeps you coming back for the latest recipe creations and craft ideas (!) for those true fans.

Now for that organization I think could use a little help on the social media front: the Office of the President of the United States. Whether and how social media can be leveraged in service of the government-citizen relationship has been the focus of some discussion (see James Tosano’s piece in The Conversation). I think special attention to the way this office uses social media is warranted because a simple misread of 140 characters can have significant implications. There is lots of great advice from Dara Fontein’s blog on tips for Twitter (see number 16 in particular). The White House has a fairly solid facebook page with a good record of video and links to their latest activities and announcements, but their Instagram page could use more frequent attention, only 14 photos uploaded since the new administration took office.



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