Social-Media Marketing Efforts Give a Lift to Nonprofit Campaigns

NWF was already active in its social networks, but the urgency of the oil spill didn't give Digital Marketing Manager Danielle Brigida and her team any lead time to plan a strategy — instead Brigida had to quickly address the oil spill crisis on the nonprofit's social networks and continually post relevant content while remaining on message. The oil spill was also the first time NWF used social media to respond to a crisis, and Brigida recognized the risk involved with being incorrect or user-generated content being potentially inappropriate.