Social Networking and Social Causes

Social Networking is exploding -- that much is clear. But did you know that sites such as Facebook, Friendster, and MySpace are more than online watering holes where kids gather and socialize? They're creating social change in tandem. Facebook recent launched a "Causes" application tab, allowing members to participate in what the creators have dubbed "equal opportunity activism". Over 35,000 members sign up each day. The user's chosen cause is referenced in his profile, and he can then encourage friends to join and raise money for his selected charity. Apparently, "Causes" exceeded $250k in donations during the first two months. Causes on Facebook run the gamut from those that are serious to those that are goofy and more eccentric.

Facebook isn't alone in encouraging members to make a difference. Friendster recently began allowing non-profits to create profiles, and MySpace launched its "Impact" channel earlier this year -- which encourages political activism and lets users participate in a wide range of charities. And one final example is a fashion brand launched by my friend and colleague Ben Bajarin of Creative Strategies. His new venture, 61 Brand is focused on donating a significant portion of the sales of its clothing line to end global slavery. He designed the company from the ground up with that vision. An example of the new "Millennials" in action. More about Millennials in a future entry. Bottom line: this generation can actually change the world while socializing in online communities.