Title: Social Media for Social Good
Author: Heather Mansfield
Page Count/Review Word Count: 270
I almost feel like I can’t critique a book like this – after all, its sole purpose is to empower non-profits and charitable organisations to raise more money and more support through social media. Besides, it’s really well-written, and you couldn’t ask for a better author than Mansfield to take you through the topic.
It feels like there’s a ‘but’ coming here; (but) there isn’t. Sure, there are problems if you read this as head of marketing at BP, but if you read this with the eyes of a marketer at a small-to-midsize non-profit, it’s perfect for you. Mansfield knows her audience well, and her book is designed to cater to them.
In fact, it’s interesting to note that the testimonials on the back page are all from non-profits – Heather could’ve got some of the industry big-hitters to say something, because she’s as well respected as a lot of them are, but instead she’s opted to quote the digital marketing manager of the National Wildlife Federation, the director of interactive services at Safe Kids Worldwide, and the director of communications at the National Peace Corps Association.
The fact is, social media for communication and marketing is vital in pretty much any industry you can think of now, but it has the power to transform charities and non-profits even more so. People like to do good, you just need to get your message in front of the right people. Social media will help you to do that.