Social Change Communication Connects Us!


Not about technology

“Communications seeks to connect and move us, to make complex problems seem intuitive and solvable.” Alfred Ironside, Vice President for Global Communications Ford Foundation

Social change communication connects us!

I was introduced to the transformative effect of social change communication when I started working on social change initiatives.

Social change is a process focused on altering the social order of society. It takes place on a local community level or becomes social movements on a grander scale.

In an earlier post, I described the 5 Indicators of Social Change:

  1. Make New Meaning
  • Shift definitions – An issue or idea is given new meaning. A community or society sees the issue differently. For example, rape is understood as an act of violence with legal and civil consequences, not as an act of sexual transgression.
  1. Empower Different Behavior
  • Shift behavior – An individual and/or community does things differently and for the better. This creates empowerment. For example, women seek appropriate healthcare for themselves and their families.
  1. Life Up Collective Power
  • Shift engagement – More people are engaged in an idea of action. When enough people get involved they are noticed, their voices are heard and they create impact.
  1. Ensure Just Policy
  • Shift policy – Policies and practices change to better serve social change ideas.
  1. Hold the Line
  • Maintain gains – Work to not lose ground from previous endeavors. For example, funding for breast cancer research is saved from budget cuts.

Transformative communication is a process whereby people are challenged and empowered to change belief systems and behaviors.

Social Change Communication Tools

  • Social Change Communication is critical at every stage. This begins from the moment someone shares her passion and connects with others, through the exchange of ideas. Communication provides the frame for advocacy and activism. It is central to sustaining the social movement itself, as well as in shaping how the movement influences social change. “We are one but we are many.” (Panos London)
  • Narrative communication recount stories, express opinions or give information about past events from the perspective of the storyteller. Narratives provide an experience people can understand and share.

“I know from experience that when two people sit down to tell stories from their lives and to listen, something happens. Together maybe they learn, they forgive, they cry, they remember. Something in them moves, even if it’s just a tiny bit. Storytelling and Social Change offers valuable guidance for people who want to use the practice of telling and listening to stories to make a positive difference in their communities.” —Dave Isay, founder and president of StoryCorps


  • The rise of social media holds promise for increased social change communication. Social network websites such as Facebook provide easy ways to find and connect with people who have similar feelings.
  • New media platforms are used to launch viral campaign and create digital waves.

Jennifer Aaka and Andy Smith, authors of The Dragonfly Effect, show how social media technology can support social missions. Nonprofit consultant Beth Kanter has shown how social media tools have been used to create social change, including helping children in Cambodian orphanages.

  • The POST Method, developed by Forrester Research, provides a framework for blending traditional and new media. It is really simple, yet profound in that it provides a user-friendly system for using traditional and emerging communications channels. The acronym refers to the four-step approach:

P is People

Don’t start a social strategy until you know the capabilities of your audience. If you’re targeting college students, use social networks. If you’re reaching out to business travelers, consider ratings and reviews. Forrester has great data to help with this, but you can make some estimates on your own. Just don’t start without thinking about it.

O is Objectives

Pick one. Are you starting an application to listen to your customers, or to talk with them? To support them, or to energize your best customers to evangelize others? Or are you trying to collaborate with them? Decide on your objective   before  you decide on a technology. Then figure out how you will measure it.

S is Strategy

Strategy here means figuring out what will be different after you’re done. Do you want a closer, two-way relationship with your best customers? Do you want to get people talking about your products? Do you want a permanent focus group for testing product ideas and generating new ones? Imagine you succeed. How will things be different afterward? Imagine the endpoint and you’ll know where to begin.

T is Technology

A community. A wiki. A blog or a hundred blogs. Once you know your people, objectives, and strategy, then you can decide with confidence.

  • Social marketing, not to be confused with social media marketing,  is the systematic application of marketing to achieve specific behavioral goals for a social good. Social marketing is said to have “two parents”—a “social parent,” created from social sciences and social policy, and a “marketing parent,”  developed from commercial and public sector marketing approaches.

Social change communication brings people together to work collectively for the betterment of their lives and communities. It provides opportunities for engagement and inclusion like never before!

How does social change communication influence your work? As always, I’d love to hear your thoughts.

The basis of this post is an article I wrote for CharityChannel Press entitled Importance of Communication to Social Movements and Social Change.

My next post focuses on the importance of communication to successful advocacy.


Create a Digital Ripple to Promote your Special Event



Creating a Digital Ripple

Creating a Digital Ripple


“Hey,” my friend Bobby said. “We’re honoring Ambassador Stuart Eizenstat with a special performance by Broadway Diva Tovah Feldshuh. Are you interested in spearheading the marketing?”

“Silly question, I’d love to!”

My commitment to special events is well known. I encourage all nonprofits to integrate special events into their development plans. Seen this way events are part of a holistic development effort that integrates into everything you do as an organization to raise money. And, it is strategic – the events are focused on the mission. At each level of your giving paradigm you will find distinct events for distinct goals.

Promoting Stu, Long Overdue: A Salute to Ambassador Stuart Eizenstat

Stu, Long Overdue was an exciting yet challenging event to promote. Ambassador Eizenstat has a long active relationship with the presenting organization, Ahavath Achim Synagogue. The Eizenstat Family Memorial Lecture is a gift to the synagogue and the community at large, and features high profile speakers from the United States and Israel.

Members of the congregation were the primary marketing target for this special event fundraiser. On the other hand, Tovah Feldshuh, a well-known Broadway star opened opportunities to outreach to the whole community, especially those interested in seeing a special performance of her award winning one-woman cabaret Tovah: Out of Her Mind!

To start we developed a press release, fact sheet and visuals that integrated messages for those interested in attending the event to honor Eizenstat and people who would attend to see Tovah Feldshuh up front and personal.

We identified the paths to promote the event, which included traditional and new media elements.

This included:

  • Stu, Long Overdue page on the synagogue’s website. The website did not have enough bandwidth to create a Press Center. The print quality JPEG files and documents were housed off-site.
  • Foundation press release, fact sheet, flyers and posters, which we housed in the Press Center.
  • Personalized direct mail
  • Email blasts
  • Placements on all the relevant event calendars within the metro area
  • Identified organizational partners to help distribute html email and flyers to their constituents
  • Geographically our target market was in metro Atlanta. We chose the Atlanta Daybook. I love using the Atlanta Daybook for local news releases. They have direct reach into the newsrooms, corporate headquarters and nonprofits in my target market.
  • Personal outreach through twitter and email to press and bloggers
  • Creation of Stu, Long Overdue Facebook page
  • Event hashtag #Stulongoverdue

The Daybook helped create the event’s digital ripple through their distribution channels.  A digital ripple provides actionable insights into how campaign strategies and tactics worked.

Insights from Stu Long Overdue, A Salute to Ambassador Stuart Eizenstat Story Traction Report:

  • The total digital impressions from each placement ranged from 8,385 to 17,593, which was the last placement 4 days before the event.
  • Total campaign digital impressions – 54,176 
  • Average time on the page ranged from 3:34 to 8:51
  • Twitter Daybook Followers – 7,724. When a placement had just 2 re-tweets, the reach increased to 8,965
  • Facebook – 528
  • Google+ – 299

We saw increased activity on the event website including donations and ticket purchases related to Daybook placements, blog posts and off and on-line articles.

Why else are these metrics important?

We live in an age of metrics. These benchmarks are necessary to ensure that the nonprofit is spending its resources properly and that they are accountable and transparent.

I feel it is particularly important when it comes to special events and promotional initiatives since both are always under attack for not having and/or meeting measurable goals.

And, the story lives! The digital ripple created by this event will continue to raise awareness, inspire to purchase tickets to other events and even foster donations. It also established the organization as a knowledge center.

Three interesting posts that discuss ways to incorporate social media in your special events:

  1. 15 Ways to Bring Social Media to Events
  2. 18 Ways to Use Social Media for Events 
  3. Special Events Social Media

If you’re interested in a more thorough post on the importance of metrics for nonprofits, please let me know!



Is there a difference between social marketing & social media marketing?

I made a commitment to write an article on incorporating social media into a strategic marketing communications plan.

So, as I always do when I get ready to write, I began to review the literature. After all, there is so much information.

I did a query on social marketing.

Oops, I meant to use the search term social media. After all, there is a significant difference between social marketing and social media marketing.

Imagine my surprise when I saw that the two terms were used interchangeably!

Social marketing a/k/a “Social Marketing”:

Social marketing is the systematic application of marketing to achieve specific behavioral goals for a social good. The primary aim of social marketing is “social good.

Increasingly, social marketing is being described as having “two parents”—a “social parent” = social sciences and social policy, and a “marketing parent” = commercial and public sector marketing approaches.

Philip Kotler and Gerald Selman coined the phrase Social Marketing in their seminal article, “Social Marketing:  An Approach to Planned Social Change,”  which appeared in the Journal of Marketing (Vol. 35, pp. 3-12) in July 1971.  In the article, Kotler and Zaltman discussed how “the logic of marketing [could be applied] to social goals.” 

Since 1971, social marketing has been used, literally, around the world to remediate a variety of health, environmental and societal concerns.   

I suggest that anyone interested in knowing more about Social Marketing read What is Social Marketing?,  by Nedra Kline Weinreich  

The “other” social marketing, a/k/a social media marketing:

Social media marketing  uses online social media tools and platforms – Facebook, Twitter, Google +, etc. to share information and create communities.

Social media marketing programs usually center on efforts to create content that attracts attention and encourages readers to share it with their social networks. An organization’s message spreads from user to user and resonates because it comes from a trusted, third-party source. Social media marketing is driven by word-of-mouth, resulting in earned media rather than paid media.

Social media is easily accessible to anyone with internet access. Increased communication for organizations fosters brand awareness. Also, social media serves as a relatively inexpensive platform for organizations to implement marketing campaigns.

Sample Creative-si blog posts that focus on the application of social media marketing:

Need help adding social media marketing to your integrated strategic marketing plan? Please let me hear from you –