Using Social Media and Corporate Philanthropy to Drive Traffic

Posted: December 14, 2014 in Uncategorized

Communication Strategies for Emerging Media

Champions for Kids Facebook Cover Photo - Giving Tuesday Champion for Kids social media campaign – Giving Tuesday (12/2/14). Source: https://www.facebook.com/ChampionsForKids

One of the aims of my final paper was to identify whether promoting a cause marketing campaign (Giving Tuesday) on social media platforms could increase web traffic to the campaign’s landing page on my company’s own website. In several studies of communication strategies, the effects across multiple platforms are examined. However, the focus of my final paper explains the Champions for Kids’ (a non-profit organization) campaign strategy for Giving Tuesday to engage employees in donating, promote materials on Facebook and drive traffic to the organizations landing page.

In my final paper, I first build on scholarship relating to social media and consumer behavior scholarship to identify digital platforms in cause marketing as a significant method of consideration for communication strategies. For the purposes of the paper, I limit the data findings to two platforms: a website landing page and a Facebook page

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