Shortly before Thanksgiving, a post on Twitter asked me and others on this friend’s network of “tweets” to consider helping in the building of a classroom in an African village. The link that was embedded in the tweet provided the details necessary to authenticate the appeal, and five minutes and one Paypal transaction later, I was back to work.
I was not alone.
The graphic below shows the pace of giving for this campaign, which successfully raised more than $10,000.
The success of this project should not be misinterpreted, however.
It would be easy to conclude that this illustrates the marketing reach and power of a new medium. Yes, it’s true that this “medium” is powerful. But as others have pointed out, it would be like saying the telephone is a powerful medium, because so much business is transacted over it.
Instead, we have to look at social networking as a new way of communication. Period.
And as long as the means of communication is handled well and for a compelling reason, exciting things can be built — a brand, a reputation … and even a classroom inTanzania.