The Case (Studies) for Social Media

Such powerful and overwhelming response has led Autism Speaks to plan on going out to its community in the near future and asking people who contributed last year to actually help it build the campaign for next year. "We saw some of that already last year, where people were saying, 'Hey, I see that you're lighting up the Empire State Building and you're lighting up the Sears Tower or Niagra Falls. You mind if I try to get my local university or library, or can I light up my porch?' And we're like, heck yeah, that'd be great. We really have expanded the scope to include the community itself, and it's been a great success.