The Power of Social Media

On Sunday 30 October, People’s Postcode Trust launched their Vote That Counts campaign. Inviting 12 chosen charities to compete for £50,000 funding, the winner will be the charity that secures the highest number of online votes – simple as that.

Putting the power of choice in the hands of the voters – not the Trust – is a sign of the social media times. And is very telling of how it has evolved over the last four years.

In the not so distant past, social media was considered an optional addition; something companies could dip in and out of if they had the inclination. Nowadays, its power is leaving traditional advertising and PR in the dark.

The Vote That Counts campaign is a very good illustration of how clever social media can really make a difference. Despite the fact that the campaign was officially launched in a four-page spread in the high-circulation Sunday Mail, it is the use of the charities’ individual Twitter feeds that is showing the biggest change in their rankings.

It is much easier to incentivise supporters with Twitter than print. Arguably, followers already have an interest in the brand and are more easily encouraged to spread the word. If these Twitter teasers are backed up by current website content, you can arm your brand advocates with all the information needed to reach and educate audiences that brands alone cannot achieve.

The ‘ease’ of online social media also cannot be denied. How simple it is to move from Twitter to the Vote That Counts website is perhaps one of the contributing advantages. And its ability to speak directly to the audience is certainly another; who wouldn’t want to feel like your favourite brand was talking directly to you?

All eyes are locked on the Vote That Counts campaign website to see which of the charities can best harness their social media expertise and reap the rewards – are you following the #votethatcounts craze?