Reporter's Notebook: Social networking for good

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By Caitlin Coakley

Last week, I wrote about the ineffectiveness of the Facebook bra-color campaign to raise awareness of breast cancer. This week, I may have to rethink my skepticism.

After the earthquake in Haiti that has so far killed an estimated 200,000 people, some of my cyber-acquaintances have been using Facebook to do some good. The most impressive effort was from my high school friend Brad Davis, who posted as a status update: “Will donate $1 to the Haiti relief fund for everyone who likes my status or $2 for everyone who likes and comments.” The update garnered 29 “likes” and 19 comments.

Within 24 hours, Brad raised $50 to donate to Haiti relief through the American Red Cross. His parents doubled the amount, his father’s company matched it and others donated, bringing the total raised to $350.

No chain messages flooded any inboxes. He just typed up a message in his status and the word spread.

Others are using social media sites to spread the word about various charities. At its height last Wednesday afternoon, 1.2 percent of all tweets were spreading the word that texting 90999 with “Haiti” in the subject line would lead to a $10 donation, charged to your cell phone bill, to Red Cross relief.

Some may label this, like last week’s bra campaign, another example of “slacktivism.” But so far, more than $10 million has been donated via text messages, according to The Washington Post.

As of this Wednesday, 117,562 people on Facebook had joined the cause “Help Earthquake Survivors in Haiti.” Joining a cause doesn’t necessarily mean anything — in this case, however, members decided to put their money where their mouse is: the group has raised more than $112,000 for the international relief and development organization Oxfam’s efforts in Haiti.

This is real charity and real awareness. And this is the power of social media — whether used for fun, charity, marketing or advertising. It’s not just kids tooling around on Farmville to waste time between college classes. It’s not just narcissists with delusions that their friends want to read tweets about what they ate for lunch.

It’s young professionals trying to network as they break into the job market. It’s business owners looking for potential candidates.

Social media sites aren’t just for socializing. The millions that members have raised just by passing along the word is an enormous testament to how tightly woven this network truly is.

If you aren’t a part of it yet, it’s time to jump in.

In the meantime, Haiti is still being rocked by aftershocks of last week’s quake. Text, tweet or make a personal appearance at the Carolinas chapter of the American Red Cross on Park Road — however high-tech or low-tech you want to go, donate.