Engaging in a Legacy – Social Media and Social Change
JFK has been a hero of mine for nearly all of my life. Though only 5 1/2 years old when he was killed, the sorrow of losing this compelling figure impacted me greatly. He evoked passion, pride in good works, attachment to cause, inspired us to believe that large-scale positive change could be derived from small-scale commitment and focus. He taught us to aspire to be something larger than… And his example of a lifelong quest to be one’s best self was not lost on my young mind. References to him always catch my attention, and I always have a deep sense of satisfaction when the power of his words is lauded.
On NBC Nightly News on January 13th, I learned of a national promotional effort surrounding the launch of JFK50.org – an innovative community website launching on January 20th, as a forum for scientists, politicians and activists and everyday citizens around the globe to connect and engage in carrying on the vision of JFK’s administration. Immediately after Brian Williams announced the details, I was online looking into it – I thought that using the newly-digitized JFK library materials available at jfklibrary.org as a hook was brilliant. Ever the forager for JFK footage and inspirational sound clips, I was pulled right in. I found that a mere six hours after posting the story on Facebook there were 6994 Likers for the John F. Kennedy Presidential Library and Museum Facebook Page – and I became number 6995.
I also registered my email for updates and announcements surrounding the 50th Anniversary celebration and the official launch of the JFK50 community. As an enthusiast and marketer, this early opt-in tactic struck me as a great way to build excitement and engagement around a cause, and it illustrated the need for tapping into what your brand’s audience will care about.
I am very excited about today’s launch of JFK50.org, and am eager to join the community (despite the fact that I am typically reluctant to join such online forums). For me, this campaign is a good example of how a well-executed cause-related marketing effort can garner involvement from new, and sometimes unlikely, sources. I hope there is a new groundswell of “get involved” initiatives that stem from this effort… You can talk about legacy, you can talk about basic human rights, you can stand for something and you can share how you feel about all of this while connecting with like-minded people all around the globe in real-time.
More to come.
