Case Zone10 Case Studies Case Study for Part I Foundations of Social Media Marketing: Case Study 1Social Advocacy Around the World Karen Misfire, East Carolina University Many nonprot organizations use social media clue to its low cost and wide reach. These \"social communities" are places where organizations can provide inuential inforruation about their cause, as well as create a community of followers who believe in their cause and co-create content through their followership. Nonprots use social comnanities to increase awareness and cement brand loyalty. Recent studies about nonprofit social media use found that Facebook and Twitter are the top social media channels used by nonprots] Despite the widespread use of Facebook and T'wiuer, researchers find that nonprots are not utilizing the positive aspects of social media as much as they mightz For instance, nonprots use social media more to push out communication rather than create a dialogue with the communities they are trying to serve.3 Many nonprofits are now pursuing a form of \"social advocacy\" by using social media to both inform and help their followers take action. Lovejoy and Saxton found that there are three primary uses of social media for nonprofits: 1] information, 2) community, and 3) action.4 Many nonprots hamess the information they are sharing with their communities to advocate for them to take action in some way: donate money, share information with others. or give their times Obar dened advocacy as \"the act of championing, supporting or advocating a specic viewpoint or cause.\"5 Pack for a Purpose (PfaP) is a nonprofit with a mission to change the way people think about packing for their global navel. Pack for a Purpose WWW began with Rebecca and Scott Rothney's rst trip to Africa and the realization that they were allowed two suitcases each and a carry-on to the flight. On the next ight in Africa, they only had a luggage allowance equal to the weight of their canymn. Not wanting to waste \"free shipping\" on their next trip, they used their four suitcases to take soccer balls and school supplies for a local school. Their tour operator, Wilderness Safaris, supported the school. From this experience, Rebecca founded Pack for a Purpose in 2009. PfaP encourages travelers to pack ve pounds of requested supplies in their suitcases and deliver them when they arrive at their destination. This form of \"social advocacy\" is not only educating travelers about how they can make better use of their luggage, but is encouraging travelers to take action and commit to make a positive impact with their extra luggage on their next trip. PfaP has parmerships with accommodations and tour com 'es all over the world. These participants submit needs lists requested by t e community projects they support. When travelers know where they are traveling to, they simply click on that specific country, find the needs list, and choose which supplies they would like to take with them. For instance, if you are traveling to Turkey. the Ritz-Carlton in Istanbul takes all the supplies Pack for a Purpose travelers drop off {such as school supplies and clothing] and delivers them to the elementary schools they support. Pack for a Purpose is an all-volunteer organization. From the webmaster to the graphic designer, individuals volunteer their time because they believe in the mission. The website went live in December 2009. Since then, PfaP has used a variety of social media to get the word out to other travelers. The organisation uses Facebook, Twitter, Instagram, Pinterest, YouTube, and Linkedln. Its motto is \"Small Space. Little Effort. Big Impact." PfaP has built its social media presence with the use of college interns. PfaP first started out with only Facebook, but over time, new interns have added new social media channels. By using all of these social media platforms, PfaF has expanded its outreach enormously, informing world travelers how they can make a difference. In exchan e for their time, Rehecca makes them homemade chocolate chip mint cookies ot out of the oven and delicious!) in her home. A dedicated ofce in her home is the world headquarters of Pack for a Purpose and is where the interns work. Rebecca is such an inspiring leader that these interns love learning from her and enjoy giving her new ideas to promote her cause. Andrew, an intern from NC State, commented on his experience with PfaP: \"I'm so grateful that I was able to intern at Pack for a Purpose during my junior year at North Carolina State University. I learned so much from Rebecca Rothney, including what it means to be passionate and goal-oriented about one's profession. I introduced Park for a Purpose to Instagram as a way to visually engage more travelers and help spread the word about the organization. Because photography is so immediate it's a great way to influence and inspire others. Most recently, Rebecca initiated a fundraising effort ("action") to buy 500 pairs of Be Girl (begirl.org) underwear. This underwear allows young women in South Africa to stay in school every "day of the month." She used both Facebook and Twitter for her campaign, which both educated her followers about this issue and advocated for young women. This "social advocacy" campaign had excellent results. In less than three months, Rebecca raised the money necessary to purchase all 500 pairs of Be Girl underwear